Future

We partnered with Future to launch Here We Go — a brand platform and campaign designed to reframe personal training as warm, human, and accessible. At a time when the fitness space feels crowded with apps, products, and trends, Future wanted to stand apart by focusing on consistency, not perfection.

Through a series of authentic stories, we highlighted the real relationships between Future coaches and members — from new moms to athletes recovering from injury — to show how personalized coaching fits into everyday life. Shot with an approachable, documentary-inspired style, the campaign breaks away from the category’s stylized, hyper-fit imagery and instead brings forward a vision of fitness that feels achievable, personal, and lasting.