We built our creative direction around the slogan UK’s Favourite Gym — a simple, confident line that sparks curiosity, feels welcoming, and reinforces PureGym’s real market position. For this project, we produced assets that align closely with PureGym’s existing brand identity, ensuring visual consistency and recognisability across all touchpoints. To push the boundaries further, we experimented with motion and sound, introducing video ads featuring a consistent audio identity that subtly evolves the brand’s aesthetic. The goal was to evaluate whether PureGym could benefit from a refreshed creative approach or if its current branding continues to be the most effective for performance, engagement, and long-term recall.