The intent of this brand campaign was awareness, and to inspire customers to love our brand, and advocate on its behalf.
The main concept being strength and process are universal and unifying. By showing athletes within the process of training for their sport, we aimed to show our audience that no matter what your fitness pursuit, we are more alike than different. We did not objectify the body or convey “success” with unnecessary skin-filled imagery. We instead defined success through the showcase of hard work and the joy of the pursuit.
For this project I was the co-creative director during the conception and production.
