Propel

let’s get ugly

mono set out to create a rallying cry for a fragmented fitness community. The campaign was conceived as a celebration of the extreme effort that goes into every workout, redefining the word “ugly” to be beautiful and aspirational.

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For people passionate about fitness, working out is often the best part of their day. So why does the category always look so moody and serious and joyless? Giving her the old school U.G.L.Y. cheerleader chant as inspiration, pop artist Jessie J created a fun, catchy, original Propel workout anthem. We paired her song with bright, colorful, surprising visuals, creating a surreal fitness world where really getting after it looks just as beautiful as it feels.

“Let’s Get Ugly” honors that beautiful, pure moment in a workout when you’re going all out, and it shows.