Sweatshop was bringing Sculpt to Melbourne - a new training format built around a premium reformer machine no other gym in the city had yet. They needed a campaign that launched it properly: one that felt unmistakably Sweatshop and nothing like the soft, pastel world of traditional pilates studios.

We looked at what everyone else in the pilates space was doing and went the opposite direction. High contrast. Moody. Sweaty. Energetic. The kind of imagery that reads as strength, not serenity. The aesthetic sat naturally within the Sweatshop brand while making Sculpt feel like a genuine category of its own.

Full campaign production - stills and video for organic social, paid ads across Meta and Google, a structured content grid for their feed, and end-to-end campaign management. We made the assets and ran the campaigns ourselves. Over a hundred signups in the first two weeks.

Photography / Video / Content Marketing / Social Media / Campaign

Sculpt is a multi-levelled training program of high-intensity, low-impact sessions that enhance athletic performance and body composition. Built on the foundation of Slow Resistance Training (SRT), the Sculpt program combines strength, muscular endurance, coordination and core stability in challenging 50 minute sessions. Using evidence-based training principles, Sculpt manipulates tempo and tension to build muscle, improve coordination and develop genuine mental strength through purposeful and practical movement, all on the Sweatshop HYPERFORMA.