Binge holiday eating often leaves people feeling huge, even if they’ve only put on a few pounds. Gateway Crossfit Gym wanted to send a message that no matter how rotund you may feel, the more you visit Gateway, the less you’ll weigh. To do so, we created extremely wide posters, each one the color of a different skin tone with very small facial features at the top. Thereby making every ad literally look like an overweight person - a simple invitation to come and whittle away whatever the holidays packed on.
The message: More of us. Less of you.