Case Study

Planet Fitness New Year’s Eve Times Square Takeover

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Planet Fitness wanted to showcase that exercise is intended to be fun, offering participants rich rewards that improve one’s health and overall outlook. To help inspire good habits for the new year, they were looking to create a high-energy activation that would elicit big, boundless smiles, and leave people feeling happy.

We partnered up with Civic Entertainment Group to make Planet Fitness’ dreams a reality, taking over Times Square for a New Year’s Eve experience that put healthy habits front and center. No passerby could resist the large-scale shimmering sculpture we built proclaiming – Move On, 2020! This dimensional art piece was a conversation starter and social media generator that honored the brand. It married a multitude of gym inspired materials together to bring the statement to life in a very real way. This physical structure stood over 6 feet tall and nearly 12 feet wide, the perfect backdrop for network coverage of the festivities.


We complemented the artwork with a parade of Planet Fitness tube dancers which ebbed and flowed to their own whimsical beat, welcoming in a new year and new possibilities. These wacky waving inflatable tube men took social media by storm, celebrating the end of a very challenging year.

This Times Square activation provided a whimsical respite from the pandemic, offering a safe, physically distanced experience that inspired movement and the adoption of healthy new routines. This buzz-worthy experience garnered a ton of network media coverage and was featured in notable publications such as WWD, The Hustle, Gothamist, and BuzzFeed.

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