[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 (or in my case, 12…). Some people see that muscle failure as a genuine failure. We see 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

New class naming system

I helped [solidcore] revamp their class naming structure to enhance clarity and accessibility, making sure that their diehard members and newbies could easily understand and select the right class for their fitness levels.

The team:

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