1Rebel is a premium boutique studio in London – but they’re no ordinary gym. With a clientele largely consisting of lawyers and bankers, they champion the ‘work hard play hard’ hedonistic lifestyle – it’s gym meets nightclub, with champagne after your Friday night class. 

They tasked me with creating a bespoke Fitty Box – usually filled with nutritious foods and workout products – to retail in their studio at Christmas. But they wanted a unique 1Rebel-style twist. And I delivered.

Under the campaign line ‘Behind every saint there’s a sin‘, I created The Retox / Detox Box, which proved that the studio’s not the only place you can work up a sweat.  Half the products inside were your usual superfoods and probiotics to help detox, while the other half included a bullet vibrator and handcuffs to retox. 

My personal highlight was changing the usual ‘bring a friend for free’ pass, into branded condoms saying ‘Give your friend one on us’.

It was bold, punchy, and definitely shocked and disrupted the fitness gift game.

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