before and after photo of a woman


Challenging the negative impact of before & after imagery
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The Change That Matters

To champion ASICS ‘Sound body. Sound mind’ ethos by challenging the perception that healthy exercise looks like extreme ‘Before and after’ imagery.

The Work

Influencers provoked a reaction internationally by sharing ‘before’ and ‘after’ images with little physical difference, before revealing on World Mental Health Day that the photographs were part of a campaign to highlight the transformative power of exercise on the mind.

The Impact

From broadcast news to social media, the campaign fueled a global conversation and a movement to celebrate normal bodies and the mental benefits of movement.

“They’re the Before and After shots setting the internet alight”

Daily Mail