When AARP decided to open a gym in Ashburn, VA, they tasked us with creating a breakthrough marketing campaign designed to make Oak Health Club stand out among the sea of sameness in the fitness industry. And we did just that with images of real people of all ages and ethnicities with real goals, accompanied by nature-inspired watercolors created by a local artist. The result: print, outdoor, social, direct mail, products (that tote, swoon*), and even the menu for their restaurant that has helped Oak Health Club “grow” into a thriving business.