The YMCA is more than just a gym. It’s a community hub for all of NYC. In the first season, we celebrated the amazing communities of the YMCA by giving them the cameras — creating a UGC campaign by members, for members.

In the second season, we heard directly from Y members about why they love it.

The campaign ran in digital, connected TV, paid social, and OOH across New York City, smashing membership sign up targets.

Role: Director and Creative Director
DP: Andy Madeleine
Photographers: James Pearson-Howes, Seb Barros

Made at Accompany Creative