Product Launch Campaign
Fit to Thrive
Featuring four inspirational women, we challenged fitness industry stereotypes with an uplifting message to plus size women everywhere — they are not a “before” picture. Our approach highlighted both an inclusive definition of being active and the specific benefits of the activewear line we were launching.
Creative Direction: Terrence Morash
Art Direction: Terrence Morash
Photo Direction: Rosaliz Jimenez
Design: Nikki Bosso, Jaye Linder, Crystal Norbert, Terrence Morash
Copy: Sarah Klenakis, Sarah duRivage-Jacobs
Photography: Shannon Greer
Video: Brennan Full