GSLC
‘THAT ONE GYM EMPLOYEE’
LUKE ELSMAN
GSLC (or Gymshark Lifting Club) is Gymshark’s own state-of-the-art gym. But not everyone knew we even had a gym. So when we launched the GSLC collection, we worked with TikTok star Luke Elsman, to bring his character ‘That One Gym Employee’ - the internet’s most obnoxious gym staffer - to the real GSLC to world-build around our facility and our new club kit collection.
SHOOTING THE COLLECTION
We continued to world-build around GSLC, by taking inspiration from framed photography on the walls of heritage bodybuilding gyms.
The collection was shot, printed, framed, reshot and divided into this seamless Instagram carousel of images.
THAT ONE GYM EMPLOYEE
With over 50m TikTok views, Luke Elsman’s obnoxious staffer was the perfect choice to front our campaign, targeting a US-based, young male gym goer.