The fitness industry has grown impressively within the last year, 1 in 7 people in the UK now have gym memberships which is the highest it's ever been. With continual growth in the industry Primark needed a campaign that would drop with impact. The brief for Workout 2017 was to create a complete 'takeover' of their stores. This meant that as of Boxing Day Primark windows would be filled with our latest Workout Campaign as well as refreshing instore POS. We researched 2017's fitness trends, graphic trends, consumer behaviour and combined our findings to create the concept for 'Same Time Tomorrow.' Our chosen route focuses on a combination of the ever growing ‘teamwork’ mantra with an underlying notion of fashion meets performance. This is echoed the athleisure trend which Primark were particularly focused on for the upcoming year. The graphic style was influenced by motion, the photography shot to inspire. The entire campaign was shot in Valencia with art direction included for both the main campaign and social elements. The campaign will continue to refresh in store in phases throughout 2017.