Life Time Athletic — Diamond Fight Night
With strong strategic thinking we were able to transform the Life Time Athletic Diamond Fight Night into an exclusive event and upscale night out.
What started out as a simple assignment ended up being a complete
rebrand. We grew from having our Fight Night in one location to five,
and are holding our national championship in Las Vegas. We’ve even added
a new Knockout After Party to keep fans entertained throughout the
At past events in Dallas, TX; Syosset, NY; and Minneapolis, MN, Life Time achieved record attendance numbers while turning Diamond Fight
Night into a new member favorite.
Associate Creative Director – Copywriter: Adam Reynolds
Designer: Mike Hagan
Video Director: Juan Antonio del Rosario
Photographer: Kelly Loverud