SOULCYCLE

CLIENT
SOULCYCLE

MARKET
NEW YORK CITY

DURATION
4 WEEKS

WALLS
2

SoulCycle’s all about inclusivity. Colossal is, too, so we were stoked to bring the brand’s message of openness to life. The campaign, “All Souls Welcome”, highlighted six LGBTQ-identifying instructors. Their bright and hyperrealistic portraits hit the streets of Brooklyn just in time for Pride Month.

Instructors and riders used the campaign’s hashtag, #AllSoulsWelcome, on social media, and the press followed suit. In an article published by AdWeek, SoulCycle gave praise to the historic medium: “the hand-painted aspect of the billboards is meant to create an experience that feels more human, more tangible, and more real, but in a high-end way. There’s something very emotive about being able to touch and see a painting of something on your walk to work rather than an image on a screen.”