Joy Wellness.
Creative direction and brand photography for a luxury wellness club launch. Visual language, editorial content, and campaign assets from concept to delivery.- Engagement
- Bloom — Strategic Content Production
- Services
- Campaign Concept, Creative Direction, Brand Photography
- Sector
- Wellness
- Years
- 2026
The Client
The launch campaign: the brand's first image in the world.
A new urban wellness club in downtown Montreal, days from its first media launch. Four experiences under one roof, a finished logo, and no imagery. We were trusted with the launch campaign.
What Was at Stake
One standard for every frame: make someone want to see themselves in it.
One creative decision before we walked on set: the person in the frame wears a suit. Joy is for the downtown professional who has not given themselves permission yet.
We directed every frame to one standard: does this make someone want to see themselves in it. Then we returned at dawn to capture the space empty.
What Changed
One shoot became the brand's entire visual foundation.
The content ran across website, social, and paid, and earned Le Devoir, La Presse, and Noovo Moi, the Noovo feature alone reaching 3.7 million. Three downstream agencies built their launch work on the creative direction we set.
3.7M
impressions from the Noovo Moi national feature
Credits
- Strategy & Creative Direction
- Nicolas Abou
- Client
- Joy Wellness Club
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