The "after" campaign talks about the emotional and well-being aspects of exercising in the of "BEFORE" and "AFTER" construct. It redefines 'being made over' into a sense of well-being that exudes strength, power, calm, clarity and energy. All internal, not external benefits that show how exercise improves you, in deep, desirable, actionable ways.

For this campaign,  we collaborated with female Japanese illustrators  to illustrate the feelings of calm, power and energy and putting a collection of those free postcards of their work into womens' magazines was part of the print campaign.

"After" stickers were also put on sink mirrors in women's locker rooms so it said "AFTER" as women looked at themselves in the mirror.

Agency: Weiden & Kennedy/Tokyo

Creative Directors: Sumiko Sato, John Jay

Copywriter: Risa Mickenberg

Art Director/Photographer: Chris Shipman