Gymshark

Together. We Move.

Celebrating International Women's Day

Scope

Art Direction

Overview

A mixed media campaign to validate female gym experiences through the telling of customer experiences, and raise awareness of barriers to the gym faced by Women.

Passionate to deliver a campaign with societal impact, I lead the conceptualisation and creative strategy on Gymshark’s International Women’s Day campaign. We wanted to produce something approachable and eye-catching which celebrated female experiences, one which didn’t sit in trauma but also acknowledged the barriers Women still face in gym spaces. The campaign also needed to educate our audience on the topic of gender equality and spark conversation across social.

We worked with 8 unique female artists across a range of different mediums - I headed up the creative team across concept, pitching, storyboarding, production and execution of the final campaign assets. The result was a vibrant and celebratory female-centric campaign which also highlighted gender stereotypes and the expectations they can impose on women, specific to gym culture and the brand’s community.

Behind the process:

I worked closely with our amazing team of illustrators and animators to consider every aspect of the creative, we even threw in a few Gymshark easter eggs for loyal customers to spot...

pan_rough1
IWD-Deck

Credits:

Art Direction: Mike Raven
Junior Art Director: Ben Clarke
Junior Art Director: Hattie Abbott
Producer: Ruth Rodgers
Producer: Jenni Harrison
Stylist: Alanya French-Barnbrook

Animators:
Mylené
Werokina
Kate Isobel Scott
Caitlin Young
Anna Ginsburg
Anna Mantzaris
Hannah Warren

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.

Get in touch 👋