Role:
Launching a New Category Under Pressure
We launched a new apparel line mid-pandemic, remotely produced a full campaign, and hit 38x 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 Challenge
We were launching a new category, during a pandemic, with limited budget, remote teams, and no room for mistakes. This had to hit.
The Work
We focused on motion and the rhythm of fight training. Clean visuals, strong presence, and a story rooted in the athlete’s daily grind. We build a design system to be able to maximize the use of the limited assets we were able to get due to lockdowns. We meticulously planned the shoots to make sure we had all the necessary assets to feed the design system in order to produce and scale creative over the next year. We stretched every asset and kept the tone grounded.
My Role
Directed creative for product and campaign
Built a scalable design system to produce creative for the year
Managed parallel shoots in Canada and the US
Led content strategy for rollout and long-term momentum
The Result
The launch main ad content hit 38x ROAS at peak and held 18x long-term. All our other creative had a similar strong performance throughout the year of launch. The line gained traction and helped expand the brand beyond fight gear.
My take
We earned this win under tough conditions. Tight budgets, shifting schedules, but the team delivered.
