Notoriously provocative fashion and celebrity (Kylie Jenner, Kate Moss, etc.) photographer Steven Klein is back at it with Equinox, shooting the slick gym’s 2017 ad campaign, which was released today. The brand’s “commit to something” ethos, which looked like this last year, is reimagined in a series of wait-these-are-ads-for-a-gym photos, meant to be viewed as commentary on what dedication and personal identity beyond the gym can entail.  

“This year’s campaign revolves around the notion that what you commit to is who you are, so we’re daring viewers to take stance and look inward, even if doing so makes you a little bit uncomfortable,” says Carlos Becil, executive vice president and chief marketing officer for the brand, via a press release. “We’re in the business of changing lives at Equinox, so we’ve learned firsthand that going ‘all in’ on anything—whether it be a workout, a cause or yourself—will undoubtedly get you one step closer to finding out who you really are.” The imagery includes model Jessica Stam as a posh person growing weed, a man (portrayed by model Brian Shimansky) obsessed with grooming and a thyroid cancer survivor with a BRCA-1 gene mutation diagnosis who chose to remove the implants she received after having a double mastectomy. 

Klein says his approach as a photojournalist “lends itself naturally to the campaign” that uses “imagery to tell highly personal stories and inspire conversation about important issues.” See it in its entirety, below.