The Fitness Center campaign is comprised of a couple of powerful images. It shows the back of an obese woman working hard to achieve her ideal weight goal, which is projected in the mirror in front of her. What is interesting to note is the encouraging smile on the face of her ideal self. Instead of lamenting the challenge ahead of her, she is focusing on the promise of a healthier version of herself in the Fitness Center campaign.
Shot by photographer Konstantin Zavorin, the Fitness Center campaign was retouched by Arseniy Laskaris, a designer based in Novosibirsk, Russia. Slick and stylized, the images almost look as though they are illustrations. Considering that the summer season is almost here, this ad campaign provides great motivation for people to get in shape.