Welcome friend.

An underdog in the highly competitive world of physical fitness, [solidcore] has something to prove - it's not just about physical fitness. The brief I wound up putting together on this (we were down two planners at the time), leaned heavily into a construct of external versus internal. Superficial versus meaningful. And the fact that self-improvement is never a one-and-done. It's a constant state of evolution. There's always another mountain top to reach, even if you don't know exactly where it is. Also, that just happens to be a fantastic retention positioning. Keeping customers is as big a challenge in the fitness industry as is attracting new ones.

 

ROLE: ECD (+ Film Direction & Account Planning)