A Visual Designer, Artist and a Creative Problem solver.
The challenge:
Generate emotional engagement and make technical product features fun for a product people don't care about (a treadmill).
Insight
People commonly use treadmills as clothes hangers.
The Creative Solution
A humorous, collage-style protest campaign where treadmills demand better rights and refuse the "clothes hanger" status. This satirical approach successfully highlighted technical features in a fun, memorable way.
Plans vs. Pedals
Challenge:
Hectic modern life causes people to skip gym workouts, despite good intentions.
Insight:
The real barrier is time, not motivation. Exercise needs to fit seamlessly into their schedule.
Creative Solution:
The ad positions SpinBikes as the solution, offering a high-quality, at-home cycling experience. The campaign uses humor and relatable moments of canceled plans to show that life's interruptions can't stop a workout when the bike is always accessible. SpinBikes changes "I'll go tomorrow" to "I'll ride now."
Once Upon a Workout
Challenge:
Workout gear prioritizes performance over comfort, leading to friction and making workouts unenjoyable.
Insight:
Comfort is key to consistency and enjoyment; when you feel good, you move better and last longer.
Creative Solution:
The campaign, "Once Upon a Workout," uses a playful, modern fairytale narrative. It personifies the apparel and uses clever wordplay to show how Cult Bottomwear eliminates discomfort, leading to a "happily-ever-comfy" workout. Comfort is positioned as the hero that empowers every move.
