Equinox is an overpriced gym that rich and famous people go to, because they are like all people, drones sucked into their scene, who all do and like the same things, over and over, because they are just trying to fit in.

It’s like everyone is a fucking drone, who goes to the movies to laugh at the same jokes they saw in the Trailer 3000 times…which makes for an interesting opportunity…you just need to trick them into liking what you do and what are a about and next thing you know – you’re the President of the United States…saying “shit…people are dumb”….

So rich people, like Equinox, and Equinox likes rich people, and brands that like rich people need to do trendy things and edgy with fashion photographers to keep the profile up there and their campaigns are great….like this one…based on commitment…

Clever…but I prefer last year’s breast feeding.

Posted in:SFW|Steven Klein