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 collaboration with Decathlon. The objective was to generate buzz and build a genuine connection with a young, fashion-conscious audience that values both performance and style.
Solution
To create momentum, Laura Crane’s own voice and influence are at the heart of the campaign, leveraging her social platforms to drive authenticity and reach. The art direction was built around three key themes: energy, happiness, and body positivity, mirroring both Laura’s personal ethos and Decathlon’s inclusive, uplifting brand values. Visually, the campaign blended athletic movement with aspirational lifestyle cues, ensuring broad appeal across social and retail touchpoints.
Challenges
Capturing the perfect balance between movement, product visibility, and emotional authenticity proved complex under a tight timeline and Laura’s packed schedule. By developing a precise mood board and visual direction in advance, I ensured consistency, efficiency, and alignment throughout the shoot, from concept to final content delivery.
Outcomes
The campaign was a resounding success. The full apparel line sold out within two weeks, while the sports drinks also sold out shortly after launch, clear evidence of strong market traction and audience engagement. The project demonstrated how strategic storytelling, strong collaboration, and disciplined project management can turn a brand partnership into measurable success.
Contribution
Creative Direction / Project Management / Campaign.
