Known for its unique approach to fitness, [solidcore] has rapidly expanded both geographically and in membership. However, the brand had previously struggled with low awareness and was primarily associated with “intensified Pilates” and perceptions of “intensity” and “intimidation.” In 2022, [solidcore] saw an opportunity to redefine its identity.

Our solution was a campaign that repositioned [solidcore] as a strength-training brand, embracing its “intensity” while emphasizing that the true joy and results come from the effort – both physically and mentally. This campaign was designed for individuals who thrive on being challenged, focusing on the transformation that occurs through commitment to the process.

The core message was: It’s not what you get out of [solidcore], it’s who you become at [solidcore].
The greatness within.

Building on the previous year’s success, which saw record-breaking attendance during the Greatness Within challenge, [solidcore] decided to celebrate the anniversary of the campaign in 2023. This time, we invited members who had unlocked their greatness to “unleash their greatness” once more for a chance to win a $15,000 cash prize.

I was tasked with creating a fresh look for this anniversary theme, while remaining aligned with the brand’s core mantra of greatness. From concept to execution, I managed the storyboard, visual direction, casting, and wardrobe selections, establishing the overall aesthetic for the campaign. We also invited the previous year's winner to the video shoot, featuring her on [solidcore]’s Instagram to share how the prize transformed her life and inspire others to unleash their own greatness.

In addition to art direction, I designed the entire campaign, which included paid and organic social media content, as well as email communications to [solidcore]’s membership base. The campaign once again led to record-breaking attendance and helped [solidcore] unleash greatness across all their studios nationwide.