[solidcore]

The ask: Create a New Year’s campaign with a positive spin.

The work: [solidcore] is a notoriously tough strength-training workout. Your muscles shake, sweat drips, and it’s damn near impossible to get through a 50-minute class without taking a break. Some people see that as “failure”. We decided to lean into it as proof that your hard work is working.

My role: I helped develop the campaign concept and wrote the video scripts, print assets, CRM emails, and performance ads.

PRINTS

emails

programmatic ads

Class NAMING

I helped [solidcore] revamp their class naming structure to enhance clarity and accessibility, ensuring that both existing members and newcomers could easily navigate and select the appropriate classes for their fitness levels.

The team:

Strategy: Gus Esselstyn, Farryn Weiner
ECD: Minali Chatani
Design: Dani Brown
Copy: Rachel Landau