While we realize many of our readers may be members at the luxury-gym Equinox, we’re pretty sure you haven’t seen their latest 2015 campaign. Set to be released on January 1 (just in time for all those New Year’s resolutions), the newest images are a little different than campaigns in past years. With 2011 and 2012 being shot by controversial photographer Terry Richardson, the fitness brand went a different direction recently, with the latest being shot by British fashion photographer Rankin. Entitled Equinox Made Me Do It, the ad deals with “unbridled confidence” leading to “lowered inhibitions as consequences of a good workout.” It’s fun, fresh and attention-grabbing.

Past campaigns dealt with the physical result of a workout, mostly thin women and buff men, which lead to accusations of sexism and showing models that were “too skinny.” In 2014 they began the empowering, Equinox Made Me Do It campaign, which continues this year with a woman shaving her head, jumping out of a plane or men wrestling pigs. “Our members were the true inspiration behind the Equinox Made Me Do It campaign, and this year we saw an opportunity to evolve the narrative and the stories portrayed,” said Carlos Becil, Chief Marketing Officer, Equinox. “Everything we do at Equinox is grounded in the idea of high performance living, empowering our members to be bold, be risk takers and push their limits, inside and outside of the club. This campaign embodies that pride and the adventurous spirit that speaks to the idea that it's about more than just taking risks, it's about owning the consequences."

The latest collection of portraits encapsulate how Equinox wants their members to be seen—they are daring, adventurous and take no prisoners. And they are not entirely without controversy. In one image a woman clutches a razor in her hand, strands of just-cut hair scattered around her; in another, a man poses in women’s clothing staring proudly and unashamed at the camera. A third captures a beautiful couple toting not one, but two babies, alluding to the consequence of their actions. “When I got the call I was excited about the prospect of creating their next campaign as it couldn’t have been closer to my style,” said Rankin. “The campaign we’ve created is impactful and a brilliant development for the brand, I’m proud to be part of it."