Total Fusion
One Brand, Complete Wellness
Total Fusion redefined the gym experience in Australia—integrating a holistic view of wellness into its fitness offering. We developed a campaign that challenged tropes of the time to embrace the duality of the brand’s diverse offerings.
Studio Payne crafted an identity that embodied balance, reflecting a holistic approach to wellness. Aligning with the founders’ vision to expand beyond fitness to include yoga, health, diet, strength, and overall wellness—we repositioned the brand to align with global best practices. The result was a cohesive language, campaign, and strategy that communicated the integration of diverse health disciplines.
The visual language is raw and unfiltered, opposing the polished hyper-real visuals in market at the time. Taking inspiration from an editorial approach, the campaign is raw and authentic—an honest representation of strength and resilience. The expression talks to the duality of the offer, leaning into the brand’s facets through split visuals of trainers and customers across a variety of elements.
Collaborators
Photography
Damian Bennett
Film
Anton Perry
Production
Union Management
Selected Clients
Google
Nike
Woolworths
Macro
QV Melbourne
Burwood One
Mirvac
Westside India
Zudio India
Eva
Art of Soule
Play-ground Coffee
Total Fusion Platinum
Tourism Victoria
JCDecaux
Open House Melbourne
Linda Boronkay
Genius Childcare
Mayfield Childcare
The Next Step
Hale Gym & Spa
Accor Hotels
Little National Hotel
Osborn House
DOMA Hotels
Hotel Realm
Louis Restaurant
Med Restaurant
The Alby
Leyla Bar
The Motley Hotel
Evra Restaurant
Dexus
GPT
ISPT
Cbus Property
Charter Hall
Stockland
Colliers
Grollo Group
DOMA Group
Cavcorp
Hesperia
Amber Property Group
