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. 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.
One quarter of content, campaign and paid media for Sweatshop. April built the foundation. From May to June, it compounded fast: reach, views and website traffic all stepped up, and paid media turned profitable.
