Orangetheory 25th Hour
Visual Design, Art Direction, Interaction
Michael Russell, Matt Jenkins
“No time” is the number one excuse for why we don’t work out. So on Daylight Savings, the one special day of the year with 25 hours instead of 24, Orangetheory is giving everyone, everywhere a free workout to prove there is always time if you just know where to look.
This was the concept of the Orangetheory 25th hour campaign. The task was to create a fun, interactive quiz, revealing to users that every excuse they use, is just that an “excuse.“ The timeline for this project was short. So it was vital that I create a fun simple interactive site that users could use on mobile and desktop.
More about the campaign can be found on Adweek.
Early concepts were more visually based and less interactive. However as the campaign concepts changed naturally the design concepts and ideas adjusted to meet the campaign focus.
Early concepts had a visual minute timer rotating around screen. As you scrolled the user would dive deeper into the various environments informing users about the 25th hour.