The Equinox campaign starts with a strong, timely idea: in an AI-saturated world, question what you see and trust your own efforts and discipline.
Using exaggerated, AI-generated imagery to contrast what’s fake with what’s meant to be real is a compelling insight for a fitness brand built on performance and personal commitment.
For me, the challenge is in the execution.
The AI imagery is so obviously fake that it feels like a callback to earlier AI experiments, rather than engaging with the more subtle ways AI now shapes perception and blurs the line between real and artificial.
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At the same time, some of the “real” human images are so stylized and polished that they almost read as AI-generated themselves, which weakens the authenticity claim the campaign is trying to make.
The result is a concept that’s smart and conversation-worthy, but visually unfocused – one that could have landed with more impact if the contrast felt sharper, more contemporary, and a bit more grounded in how a mass-market audience actually experiences what feels real today.
