Start the year strong!

Campaign and strategy for PLTS Studios

A new campaign for PLTS, the fastest-growing Reformer Pilates studio in the Netherlands.

The campaign is part of a short-term strategy to activate new consumers, promote exercise as part of a daily routine, and celebrate the re-opening of gyms nationwide after a COVID-19 lockdown. It also adds to the overall awareness and market domination on a long-term goal. 

The campaign features online advertising, UGC, and outdoor communication on billboards across Amsterdam and Rotterdam.

I challenged PLTS to photograph this series in a photo studio (thanks to the muscle team carrying the 150kg reformer machines to the set!) to create a more high-end, clean, and symmetric image emphasizing the reformer pilates but without the regular background ‘noise’ of the PLTS studio.

Thanks to PLTS founders Renée Vervoorn and Guy van der Reijden for their entrepreneurial drive and trust in me, and to the creative team (credits below) for making the idea come to life.

---

Credits
Client: PLTS Studios, Renée Vervoorn & Guy van der Reijden
Concept & Design: Studio Dorien Franken
Photography: Ruud Baan
MUAH: Nienke van Eck
Wardrobe: PLTS, Lululemon
Location: Allard Studios
Models: Prisca Kwaning, Goricia & Sam
Outdoor coördination: Outdoorplanners