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The New Collection
The ESTETICA line by AMILA is a premium collection of fitness equipment inspired by the worlds of fashion and design. Its exceptional texture blends naturally with the hand, becoming an extension of the body. These are not just tools but beautifully crafted objects designed for those who love movement and style.
The collection connects exercise with an elevated aesthetic experience. Each piece conveys quiet elegance and a strong design identity, creating a setting where movement and design coexist seamlessly.
Η πρόκληση
Turning a functional product into a fashion statement.
AMILA, the leading Greek fitness equipment company, entrusted us, as their long-term strategic partner, with designing the communication for the launch of the new ESTETICA line.
The goal was to shape a new perception of fitness equipment, moving it closer to the worlds of fashion and design and away from the logic of purely functional products.
"We didn’t treat this as fitness equipment.
We approached it the way a fashion brand presents an iconic piece."
Insight / Strategic Foundation
Seeing the opportunity before it even existed.
Before the ESTETICA line entered production, AMILA shared the prototypes with us and asked for our strategic assessment of whether it could be successfully launched in the Greek market.
We conducted an in-depth market study, identified a clear gap for aesthetically differentiated products, and gave the green light for the launch. Our research into the fitness equipment market revealed a dominant communication pattern focused on functional features such as weight, durability, materials, and performance. We uncovered a clear opportunity: no brand was using design as a strategic branding tool.
ESTETICA’s strong design identity allowed us to approach this launch as fashion communication rather than a standard product presentation. Our strategy shifted the narrative from how it works to how it makes you feel and what it expresses.
The Approach
Building desire through storytelling and design.
From the very beginning, we knew that success would depend on the context in which the collection would be placed. Our ambition was to create a new category within the market.
We approached ESTETICA the way a fashion brand would approach an iconic product. We stripped away technical noise and allowed the design to speak first. Our strategy was built on the belief that desire isn’t driven by information but by emotion, the moment you see something and think, “this belongs in my world.”
The positioning of the line is captured in the tagline: Design driven fitness equipment. Limited by intention.
We built a fully orchestrated narrative where the product exists as a fashion statement: clean lines, quiet confidence, minimal environments. Instead of persuading, we created attraction.
When design has a strong identity, it doesn’t need explanation. It simply needs the right world to live in.
Execution
Fashion performance instead of product demonstration.
We brought the creative concept to life through a production that felt more like a fashion performance than a conventional fitness shoot. We created a set where the product became the protagonist of a silent aesthetic narrative.
The set was a clean white infinity studio. We selected fashion-forward models with sharp lines and strong photographic presence. Their movements were designed to create images rather than showcase exercises. They walked, posed, and moved with the precision and calm of a catwalk. Each pose became a freeze frame, a photograph within the film.
The direction followed a “pose & pause” rhythm, revealing the product with the same ease and refinement of a fashion editorial. The camera followed their movements subtly, focusing on details, textures, curves, and shapes. Every frame had style and coherence.
The result was a video and a series of photographs that looked and felt like a fashion campaign: a narrative of desire and aesthetic clarity.