Flexing Creative Muscle for EōS Fitness
EōS Fitness
The ChallengeTaylor James, a Tag company, was approached by Riester agency to help bring to life a character that would embody the essence of “Will Power” for their client, EōS Fitness. The brand wanted to create a memorable character that would embody this key trait of their current and future members and that could be repurposed across any media as well as easily adapted for future marketing needs.
About the Project
Taylor James’s "Will Power" successfully brought a unique, emotionally resonant character to life, elevating EōS Fitness's brand personality, driving strong new audience engagement, improving campaign effectiveness, and earning creative accolades.
Solution
To bring EōS Fitness’s bold brand personality to life, the Tag Taylor James team and creative partner, Reister, created a fully animated campaign centered on a new CGI character: Will Power. Designed as the embodiment of inner strength, determination, and a dose of humor, Will Power has become the centerpiece of a multi-channel campaign aimed at inspiring people to overcome everyday obstacles and get to the gym with no excuses!
The creative strategy blended storytelling, design, and advanced CGI execution to produce a vibrant, emotionally resonant, and distinctly human character without using live action. The result was a charming, clay-inspired figure that captured attention across video and social platforms.
Key creative solutions included
Character Creation & Development: Developed Will Power from concept sketches to full 3D character, with a hand-crafted look to mimic clay animation, complete with fingerprint textures and soft, tactile details.
Full CGI Production: Leveraged CGI to achieve full control over animation, lighting, and environment, allowing more flexibility than traditional stop-motion or live action.
Narrative-Driven Content: Crafted a series of mini scenarios where Will Power overcomes comically exaggerated challenges (like being steamrolled by a tire or chased by a dog), visually reinforcing the brand message that nothing should stand in the way of your fitness goals.
Multi-Channel Creative Output: Produced a suite of assets, including a 30-second hero spot, 10-second cutdowns for social, stills, and key visuals to ensure the campaign worked cohesively across digital, social, and owned channels.
Brand Integration: Embedded the unique energy and inclusive spirit of EōS Fitness into the personality of Will Power, aligning visuals and messaging with the brand’s identity and appeal.
Results
Social Engagement
Nearly 70% of Instagram Reel engagement came from non-followers.
On YouTube, 99% of views were from new users with a 90% watch-through rate
Improved Campaign Performance
Meta awareness campaigns featuring Will Power achieved a 50% higher CTR, 21% lower cost per membership purchase, and 9% lower cost per session year-over-year
New Audience Acquisition
Over 50% of traffic to the EōS landing page and “Meet Will Power” blog post were new users
Visitors engaged for 22–24 seconds per session
Creative Industry Recognition
Campaign “Where There’s a Will” won (2) Gold and (1) Silver at the AAF Phoenix Awards
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