SWEAT/HEART/BREATH/STRETCH by Lowe Makati City for Plana Forma

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SWEAT/HEART/BREATH/STRETCH

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Industry Sports and Health Clubs, Gyms
Media Design & Branding
Market Philippines
Agency Lowe Makati City
Creative Director Joel Banzil
Typographer Leigh T. Reyes
Released April 2012

Credits & Description

Category: Posters
Advertiser: PLANA FORMA
Product/Service: PLANA FORMA
Agency: LOWE PHILIPPINES
Chief Creative Officer: Leigh Reyes (Lowe Philippines)
Creative Director: Joel Banzil (Lowe Philippines)
Copywriter: Leigh Reyes (Lowe Philippines)
Typographer: Leigh Reyes (Lowe Philippines)
Producers: Jake Fernandez/Ponso Tolosa (Lowe Philippines)
Account Director: Mike Trillana (Lowe Philippines)
Media placement: Poster - gymnasium - April 1, 2012

Describe the brief from the client
Plana Forma (forma-asia.com) is a workout combining dance, yoga and Pilates. The intensity of the workout is legendary. It challenges not just the body, but also the willpower of those who attend each session. They need to be inspired every time.

Describe the challenges and key objectives
The challenge was to do a motivational poster without falling into the trap of ordinary motivational posters. The objective was simple: provide day-to-day inspiration.

Describe how you arrived at the final design
We decided to combine the visceral intensity of the Plana Forma workout with an artistic approach that suited their interiors. One-of-a-kind artwork, each with an original line, was displayed, in a way that lent a gallery feel to the workout space. Splatters of sweat and intense breathing joined watercolour, ink and vigorous movement to result in a unique typographic solution.

Give some indication of how successful the outcome was in the market
Initial feedback from the client is very positive. A next phase is being planned for the designs, including shirt and workout bag editions.