Equinox, the US gym and lifestyle brand, has launched a provocative new advertising campaign, which features images of a woman baring mastectomy scars and the cultivation of cannabis.

The Commit to Something campaign uses shots by world-renowned fashion photographer Steven Klein, and attempt to encourage viewers to “take action and celebrate dedication”.

Seven photographs that comprise the campaign will be prominent on social media and within the 86 clubs owned by Equinox.

The company has “upscale, full-service” sites in New York, Los Angeles, San Francisco, Miami, Chicago, Boston, Dallas, Houston, Washington DC, London, Toronto and Vancouver.

“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,” said executive vice-president and chief marketing officer Carlos Becil.

“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.”

All seven campaign photographs can be found here.