obé, Creative Direction (2022)

Throughout 2022, I conceptually developed and art directed a holistic brand refresh for for obé Fitness, a digital fitness and wellness platform built for those seeking electrifying, entertaining workouts. I also directed all obé's marketing initiatives, creative directed and produced a partnership campaign and lookbook for Athleta, art directed and post-produced marketing materials for a partnership campaign with American Airlines, creative directed obé's first-ever outdoor photo shoot, and launched a variety of new digital products and workout programs.

obé x Athleta Retail SS 2022

In collaboration with Athleta, we launched The Set(s) of Summer - a look book of 10 obé-branded Athleta products available for purchase in the obé shop. I creative directed our strategy, produced and directed our shoot, and design directed all retouching and marketing creative surrounding 3 separate summer launches. Despite using unique gradient color ways (an obé staple) for each launch creative, our tie-in factor is a summery light blue (#ACD8F5), appearing throughout.
The first obé x Athleta drop lead to nearly a 6% click-through rate via our email newsletter - one of obé's highest ever CTRs.

obé Audio, Branding and Launch Campaign

Primarily a livestream or video-on-demand platform, obé has since forayed into the world of audio-only workouts - that is, expertly guided fitness classes that don't require watching your screen. From the concept phase to execution, I oversaw the naming and key messaging, photography, and logo and asset design for obé Audio. Our challenge was to figure out how to sustainably maintain hero imagery, or thumbnails, for new classes launching on a nearly day to day basis. I also produced, directed, and photographed hybrid outdoor-indoor photoshoots for each instructor who would teach an audio class.