Challenge: To create a spec piece for a fake gym. The task was to create a direct mail piece to motivate active and fitness-conscious adults ages 22–38 years old. They take their workouts seriously and are always looking for ways to optimize their workouts. They have busy schedules and need gyms that have extended hours to accommodate them.

Solution: The benefits were focused on flexibility, variety, and personal attention. The direct mail piece was to set a sense of urgency to get a free three-day pass. The copy´s goal was to have immediate impact or the reader so that they could quickly scan and understand the benefits clearly.