Role:
Launching a New Category Under Pressure
We launched a new apparel line mid-pandemic, remotely produced a full campaign, and hit 30x ROAS. The visuals set the tone for the brand’s expansion into lifestyle and held strong well beyond the initial push.
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The problem
Apparel is competitive. Launching a new category during COVID—with tight budgets and remote teams—made the challenge even harder.
The solution
Directed parallel shoots in Denver and Toronto
Produced a hero video under strict COVID protocols with Futuristic Films
Framed the story around motion, equality, and combat-sport life
Built content to fuel launch and sustain momentum
The impact
Hero ad reached 30x ROAS, held 18x ROAS over campaign life
Apparel gained traction and long-term growth
Established Hayabusa in the fitness and lifestyle space
Raised the creative standard for future launches
Why it mattered
This wasn’t just apparel. It was proof the brand could adapt and compete outside of its core category.
My take
We earned this win under tough conditions. Tight budgets, shifting schedules—but the team delivered.
