In-house art direction · Fitness
Club Pilates
Club Pilates
As Art Director for the largest Pilates franchise, I led creative direction for 1,300+ studios worldwide, shaping campaigns across print, digital, web, and social. I directed brand photoshoots from concept through post-production, developed assets for global and local marketing, and maintained a creative library to ensure on-brand, high-impact materials were delivered.
CAMPAIGN DIRECTION
BRAND PHOTOGRAPHY
PHOTO RETOUCHING
VISUAL STORYTELLING
MULTI-CHANNEL DESIGN
01
Pilates Fest Campaign
Pilates Fest Campaign
This campaign was designed to take Club Pilates into the community, showcasing movement beyond the studio while encouraging local studios to host classes and events outdoors. Shot in a park setting, the imagery balances dynamic, engaging poses with a warm, welcoming tone, highlighting connection, accessibility, and the versatility of Pilates for everybody, anywhere.
This campaign was designed to take Club Pilates into the community, showcasing movement beyond the studio while encouraging local studios to host classes and events outdoors. Shot in a park setting, the imagery balances dynamic, engaging poses with a warm, welcoming tone, highlighting connection, accessibility, and the versatility of Pilates for everybody, anywhere.
02
Q2 Spring Campaign
Q2 Spring Campaign
The Q2 2026 photoshoot captured evergreen imagery reflecting Club Pilates’ inclusive, welcoming, and approachable experience. I led the production from concept through execution, developing moodboards and shot lists, directing crew, lighting, and talent, and overseeing post-production. Featuring 20 models across multiple class types, the resulting visuals highlight community, movement, and the brand’s elevated and welcoming atmosphere.
The Q2 2026 photoshoot captured evergreen imagery reflecting Club Pilates’ inclusive, welcoming, and approachable experience. I led the production from concept through execution, developing moodboards and shot lists, directing crew, lighting, and talent, and overseeing post-production. Featuring 20 models across multiple class types, the resulting visuals highlight community, movement, and the brand’s elevated and welcoming atmosphere.
03
Circuit Campaign
Circuit Campaign
This photoshoot was designed to capture the energy and intensity of Club Pilates’ newest class format, Circuit. Built around three progressive rounds with cardio bursts, the workout delivers a full-body blend of strength, mobility, and endurance. From mood board development to on-set direction and post-production, the creative approach focused on translating that intensity visually using darker, moodier lighting and editing to emphasize power, movement, and the fast-paced rhythm of the class.
This photoshoot was designed to capture the energy and intensity of Club Pilates’ newest class format, Circuit. Built around three progressive rounds with cardio bursts, the workout delivers a full-body blend of strength, mobility, and endurance. From mood board development to on-set direction and post-production, the creative approach focused on translating that intensity visually using darker, moodier lighting and editing to emphasize power, movement, and the fast-paced rhythm of the class.
04
Website Redesign
Website Redesign
Club Pilates partnered with an outside agency to redesign its website. I led the overall aesthetic, shaping the look and feel through rounds of creative feedback so the site felt elevated, warm, and true to the brand. The new design is built around imagery from the photoshoots I art directed.
Club Pilates partnered with an outside agency to redesign its website. I led the overall aesthetic, shaping the look and feel through rounds of creative feedback so the site felt elevated, warm, and true to the brand. The new design is built around imagery from the photoshoots I art directed.
Previous website
before
New website
After
Location
Orange County, CA
© Sydney Magnes
Location
Orange County, CA
© Sydney Magnes