The Brief

The fitness industry is obsessed with toxic positivity. Its customers are already bombarded with enough ads preaching healthy living or promoting the "mindful aesthetics", leading to growing fatigue with such content. To sell CorePlus’s introductory packages to this target market, we needed a reality check and a distinctive approach. 

The Idea

We tapped into the customers' true motivation: using high-intensity workouts to momentarily escape the chaos of their personal lives. Through the use of strikethrough typography, we crossed out hollow marketing clichés to reveal a raw, un-sugarcoated reality. CorePlus is no gentle sanctuary; it is a grueling "torture chamber" where you trade emotional burdens for physical pain, emerging with a toned body and overflowing confidence.

Tone of voice

Unapologetic, brutally honest, and slightly humorous.