Assault Fitness, the company behind the world’s most brutally effective cardio equipment, launched the “My Vacation Is No Vacation” campaign to speak directly to their hardcore CrossFit audience.

Timed with the end of summer, the campaign was a rallying cry for athletes who feel thrown off by the slow pace of vacation season. 

Fans of Assault Fitness don’t run from demanding training routines—they live for them. And the more their vacation plans pull them away from the grind, the more restless they get.

This campaign reintroduced the brand’s unapologetic point of view: fitness is supposed to be hard because pain is a prerequisite to progress. 

In addition to writing all copy and ideating creative concepts for this campaign, I was hands-on in coordinating and supporting the photo shoot.

See press coverage here.