The creative concept was developed by Christopher d'Arbon, produced by creative agency studioARTOHOLIC and directed by Natalie Cottee.
Australian body shaping and wellness clinic Body Catalyst has unveiled a new brand campaign The Catalyst Collective.
The objective for the new identity for the brand is to capture more than simply the physical benefits of the range of treatments; but the emotional benefit that many customers experience.
"Whilst we're seeing a continued embrace of body positivity in the media, the reality is that for every body positive message, there's still an overwhelming number of media and social influences that continue to reinforce 'body perfect', leading to body shame, and social stigma around seeking body shaping treatments," says Body Catalyst CEO and founder Samantha Barakat Light.
"We really wanted to tackle this stigma head on and be the shift to helping our customers celebrate their bodies, instead of seeing their bodies as the enemy."
The concept of The Catalyst Collective is to showcase a bold, fearless group, taking back the control and ownership over their bodies.
The talent featured personifies the attitude of Body Catalyst's customers: a group unconcerned with how society views them and their actions, and delivered with an attitude and fearlessness that reflects the tone and determination of the brand.
The creative concept was developed by Christopher d'Arbon, produced by creative agency studioARTOHOLIC and directed by Natalie Cottee.
The integrated campaign will be executed across outdoor, a 60-second film, digital video, social, retail and in-store.
“We have a no bullshit approach. We’re focused on delivering results and outcomes for our customers, and we tell things the way they are," says Body Catalyst marketing director Tiffany Lin.
"We are for and about real people with real bodies. We care about our customers, their results and their mental transformations - and we’re unapologetic in our commitment to keep empowering outcomes and delivering tangible change.”
Credits:
Creative Director - Christopher d'Arbon
Production - studioARTOHOLIC
Photography - Natalie Cottee
Film Director - Pete Moore
Film Edit - Joe Morris
