As creative director, I was tasked with launching an exclusive fitness apparel line and sports drink designed by former pro surfer and Olympic ambassador Laura Crane in partnership with Decathlon. I focused on building substantial excitement around the launch and connecting with a youthful, active demographic highly attuned to fashion trends and athletic performance.
Solution
Central to the marketing strategy was leveraging Laura Crane's influential social channels to amplify our message. The art direction focused on conveying fundamental values like energy, happiness, and body positivity—qualities that align seamlessly with Decathlon's and Laura Crane's brand pillars and resonate deeply with the target audience.
Challenges
Perfecting the poses, product displays, and ideal expressions was more intricate than initially expected. Logistical challenges arose from a tight launch timeline and Laura Crane's demanding schedule. I utilised a carefully designed mood board during the photoshoot to effectively overcome these hurdles.
Outcomes
The campaign succeeded, with the entire product line selling out in under two weeks. The sports drinks also sold out rapidly, underscoring the market demand in this segment. My contributions spanned creative direction and project management, showcasing my ability to turn brand stories into impactful, tangible results. Delivering a high-impact, fully integrated campaign by combining creative concept development, precise project management, and an in-depth understanding of the target audience.
Contribution
Creative Direction / Project Management / Campaign.
