Sportswear brand Asics is running a body transformation campaign with a difference across gyms and out-of-home (OOH) locations.

EXCERPT:

A series of before-and-after images show the transformative effect of exercise not in terms of physique but mental wellbeing, highlighting society’s fixation on aesthetic beauty above other considerations.

With no discernable visible difference between the before-and-after shots, the campaign shows that it is often what we can’t see that truly matters when considering health and wellness.

Stepping up to the plate are TV personality Dr Alex George, who stands alongside philanthropist Jada Sezer and TV host Motsi Mabuse by promoting the fruits of their workout regimens – much to the confusion of image-obsessed social media users expecting toned abs and lost flab.