BBDO New York and client Brick, New York’s largest and most luxurious CrossFit box, came up with an interesting way to counter that totally understandable trend: collections of personalized “nesting dolls”.

A 5-month fitness plan where each stage is represented by a different layer of a nesting doll. Each set of dolls carry a flash drive with a plan designed especially and individually for our members.

These dolls remind people why they joined Brick in the first place: to become smaller versions of themselves.

Illustrations done for BBDO NY.