Scope
Art Direction
Overview
A thumb-stopping cinematic campaign to get all eyes on Gymshark at the most important time of the sales calendar - Black Friday
I created and lead the execution of the company’s largest scale global campaign to date, with a concept which would showcase the confidence and attitude that customers get from shopping during the Gymshark Black Friday Sale.
Using key insights to identify important customer interests and shopping habits, the narrative is told through four main stories to generate hype and get the customer learning about ‘Big Deal Energy’ - a phenomenon sweeping the globe, one you can only experience with Gymshark. I lead the project at every stage – from concept and pitching, through to production and final execution of assets, collaborating with an amazing team of over 200 across the project.
Breaking News with Cal Freezy
Bedroom Gaming with KSI
TV Show with Munya Chawawa
In the Gym with Ryan Terry
Cameo with Ben Francis CEO
Big Deal Energy: The Game
An interactive version of the campaign was turned into an Instagram game where users with the highest scores could win exclusive prizes and vouchers to use in the sale - all they had to go was share their winning card across socials, helping to spead the message of Big Deal Energy globally.
Scenes from the film were included in the 8-bit style game as easter eggs for the viewers to discover, such as the Gymshark Lifting Club.
Behind the Scenes
Credits:
Director: Eshan @ FRIEND London
EP: Chris Abitbol @ FRIEND London
Producer: Amber Felix @ FRIEND London
Creative director: Jamie Brunskill
Senior Creative Lead: Mike Raven
In-house producer: Sarah Clarke
DOP Marcus Autelli
Set designer Zach Apo-Tsang
Poster artwork by Sam Gilbey
Styling: Doriane Lescouet/Brona Cooley
Set Photography: Amy Spinks
About:
I'm a conceptual Creative Lead and Art Director with over 10 years of in-house and agency experience. I bring a strategic approach to conceptual thinking; with a commercial perspective.
I'm also a portrait and editorial photographer. Clients and experience include Gymshark, Harvey Nichols, Selfridges, K-swiss, Made.com and Mailbox.