Planet Fitness is the fastest growing chain of gyms in America. They pride themselves on being the gym for regular people—not the loud-grunting roided-out meatheads you'll find at some gyms. We developed the "Not their planet. Yours." campaign at Mullen in Boston. I served as both writer and creative director. The integrated video after three of my favorite spots here explains the campaign best. My favorite part was how the campaign caught on in popular culture. Kids on the playground at my son's school were yelling "I lift things up and put them down!" They didn't believe his Dad did the commercials until I gave him pictures on the set with the actors. "Locker Room" won a Cannes Film Lion.

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