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Copyright 2019 Lee Changzhi

" We're going to create an experience that brings to life the intersection between technology, innovation and motivation, empowering and enabling a high-performance lifestyle."








Equinox, the high-end fitness club whose motto is “It’s not fitness, it’s life,” launched its new data-driven cycling class, The Pursuit by Equinox at the 2015 South by Southwest festival, the prestigious Austin-based emerging technology conference.

3,000 guests visited the Equinox space during the 5-day activation. 100 riders experienced The Pursuit by Equinox firsthand, riding 355 collective miles. Equinox contributed $12K (one dollar for every mile pedaled) to Cycle for Survival.

The social-media conversation surrounding Equinox at SXSW more than doubled from 2014: Featured in AdWeek and tweeted by Drum, the #EQXPursuit debut was responsible for 1.6K engagements via Twitter, producing 94K in earned reach.

Instagram engagements were up 54% from 2014, producing an estimated 30.6K impressions. Total Equinox-related tweets were up 111% from the previous year. Designated “Best Way to Break a Sweat,” the activation was included in Best of SXSW Experiential Marketing on PSFK.com.

Environmental Design & Creative Direction: Lee Changzhi

Progamming Digital Interface: R/GA New Yotk