16 creative campaigns to know about today

A music-forward brand campaign for the new year recasts the gym as a social and cultural space, not just a workout destination. Directed by Hype Williams and made with longtime agency partner Familiar Creatures, “Crunch: Feel More” is set to Montell Jordan’s “This Is How We Do It” and plays out like a music video, leaning on nostalgia, movement and communal energy to frame how fitness feels. Rolling out across broadcast, social, radio, OOH, merchandise and in-gym touchpoints, the work supports the brand’s Crunch 3.0 redesign and extends its “Feel Good, Not Bad” platform by positioning exercise as a source of connection, release and optimism.