Gym Reaper

the other day i was at the gym, finishing up some curls, when a guy comes up to me and strikes up a conversation. now, i’m not the biggest guy, but that shouldn’t diminish the fact that this guy’s arms are twice as big as mine. and you know what he says? “i’m trying to get jacked like you.”

in my experience, some of the most intimidating people at the gym - these bodybuilders with their hoods up pushing hundreds of pounds with maximum intensity - can be some of the friendliest people you’ll meet.

take a look at this guy: https://www.tiktok.com/@noeldeyzel_bodybuilder/video/7179668318381509894

the Grim Reaper was an obvious connection with this brand, but the real challenge was striking the tonal balance between embodiment of death and casual gym bro.

our Reaper isn’t the “bringer of death” or some force of evil. he’s the guy who collects your soul when the time comes, but right now he’s just trying to get a workout in. and the last thing he wants is to have to carry you out in the middle of his set.

should have a strong, intimidating presence, but in conversation is very pleasant to talk to and is a reliable source of gym advice.

short form video

Gym Reaper content showcasing the Reaper demonstrating proper lifting technique with Gym Reaper lifting gear. collaborations with fitness influencers; Gym Reaper influencer gear with mask, robe, and gym equipment. comedic sketches showcasing the Reaper’s intimidating presence contrasted with their friendly demeanor.

illustration style

paired alongside the real-life content is illustrated content featuring the Gym Reaper with dark humor copy. used as ads for the brand.