Meta’s Supernatural Fitness Tackles “Boring Cardio” with Brand Refresh

Supernatural, Meta's premium VR fitness platform, available exclusively on the Meta Quest headsets, takes aim at traditional cardio monotony—and the treadmills, stairmasters, and ellipticals that come with it— with a refreshed brand identity and fun, new experiential pop-up created by New York-based creative agency Mythology. 

The campaign aims to position Supernatural as the antidote to traditional cardio, transporting users to stunning global destinations for workouts led by elite coaches and choreographed to chart-topping music.

"Anti-Boring Cardio” Pop-Up, made in partnership with Ludlow Grey, is a guerrilla activation featuring LED billboard trucks stationed outside gyms in NYC, displaying footage of people trapped in repetitive cardio routines like hamsters in a wheel. The activation invites gym-goers to break free from mundane workouts by experiencing Supernatural's immersive VR fitness platform on the new Meta Quest 3S. This marks the first work from Mythology since it started working with the company earlier this year, laying the groundwork for Supernatural's ambitious plans to reinvent fitness.

"Is Cardio a chore or just boring?," asked Sapna Champaneria Kirk, head of marketing at Supernatural. "Supernatural is adding something new to the conversation by using new technology to offer a great, immersive workout that you’ll actually look forward to. Our creative efforts, starting with this work, will show that you can have fun in the fitness category and you can love cardio."

Added Kim Haxton, creative director at Mythology, “If you love cardio, great. But if you are one of the millions of people who hate doing cardio, you should know about Supernatural."