The “Art Meets Science” campaign was developed specifically for the Life Fitness International Market. The objective was to bring the product line's new industrial design to the forefront while reinforcing Life Fitness’ biomechanical leadership within the fitness industry. This goal was achieved by pairing bold, interesting photo angles with the intriguing headline, “Is beauty felt? Are biomechanics seen?” on a simple, clean background.
These ads ran in various trade publications throughout Europe and became the guideline for all subsequent marketing materials.