Total On 1st

Every spa is plagued by the cliché image of a brightly lit, white-walled room, where a woman in a towel lays back with cucumbers on her eyes and a soft smile on her lips. It’s all too familiar. For the launch of Total on 1st, a new spa that’s equal parts clinical skincare and indulgent self-care, we created a brand image that diverges from the long-held spa tropes. To transcend category, we introduced Total on 1st not as a place but as a feeling.

Taking cues from the worlds of high-end fashion and boutique skincare brands, we crafted a campaign featuring photography that evoked a feeling of immersion and losing oneself in natural environments. The concept of “healthy indulgence” invites one to embrace self-care in abundance. To lavish in it and never apologize. This campaign is the first step in establishing Total on 1st as Birmingham’s premiere spa destination.

TEAM

Mike Heid, CD
Jake Odom, ACD
Tyra Robinson, AD
Terry Turner, Copy
Leisa Cole, Photographer

DETAILS

Client: Total On 1st
Agency: Big Communications
Reach: Regional
Mediums: Print, Outdoor, Social, & Web