RDA Selects: Luring Fitness Phobics to the Gym

Posted inAnnouncing The Print RDA Winners
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We’re running selected projects from the 2012 Regional Design Annual along with quotes from their designers. To submit work for the 2013 RDA, click here—the early-bird deadline is February 1.

LifeStyle Family Fitness campaign by Spark (Tampa, FL): Mike Peters (creative director); Elliott Bedinghaus (associate creative director); Nate Carter (art director/designer); Michael Nielsen (photographer); Hunter Savage (writer); spark.us

“We were targeting people who were intimidated by their previous gym experiences or had never attempted to go at all. Our handcrafted, slightly imperfect letters related to the reality of people’s little imperfections, while the color and the tone of voice introduced a bit of fun. Each letter was printed, mounted on foam core, and cut out. Then we attached craft wire to the backs and suspended them from a frame made of C-stands, wood dowels, and more craft wire. Finally, we collected the best-looking arms and hands in the office to hold the key letters, and we were ready for the shoot.” —Elliott Bedinghaus