in unexpected

Project Details

Centr Fit has a unique offering — a holistic wellness program focusing on three core pillars: fitness, diet, and mindfulness. Oh, and the founder is none other than Thor himself. Our challenge was to leverage Chris Hemsworth’s star power to grow US memberships in a way that was authentic, humorous, and kept the spotlight (mostly) on his incredible team of handpicked trainers.

Brand strategY
in-app audio content


In a year when people could use mindfulness (and a laugh) more than normal, we created an unexpected set of affirmations that highlighted Centr’s meditation offerings. The videos generated PR coverage on all the popular sites including People and Entertainment Weekly.

Campaign Video.

A memorable campaign video for the brand juxtaposed Chris’ head on the bodies of various Centr users to drive home the message that you didn’t have to be Chris to train like Chris — you just needed his trainers.


We gave the entire brand a refresh, from redefining the core strategy to unifying the overall look and feel to refining the tone and voice.

Digital Brand Website

As part of the rebranding effort, we created a digital brand website that made accessing key information and assets easy for brand partners and ensured a single source of truth for the brand.


We started by conducting leadership interviews to help identify Canyon Equity’s voice and focus on brand positioning. We developed a brand book and put together a complete digital experience that demonstrated the white glove service and next-level hospitality that only Canyon Equity could deliver.

We need
a campaign that…

Centr needed a campaign that would increase US awareness and adoption of the fitness app and help differentiate it in an oversaturated market. While Chris played a huge role in the  Centr brand, the brand needed to evolve beyond him to introduce the trainers and establish their credibility.