TOGETHER WE MOVE
(IWD · MIXED MEDIA · 2021)
(GYMSHARK)
Passionate to deliver a campaign with societal impact, I lead the conceptualisation and creative strategy for Gymshark’s International Women’s Day campaign. We wanted to produce something approachable and eye-catching that celebrated female experiences, one which didn’t sit in trauma but also acknowledged the barriers Women still face in gym spaces.
The campaign needed to educate the audience on the topic of gender equality and spark conversation across social. media.
VALIDATING FEMALE GYM EXPERIENCES THROUGH A MIXED MEDIA CAMPAIGN TO RAISE AWARENESS OF THE BARRIERS FACED BY WOMEN.
CREDITS.
ARTISTS.
MYLENÉ, WEROKINA, KATE ISOBEL SCOTT, CAITLIN YOUNG, ANNA GINSBURG, ANNA MANTZARIS & HANNAH WARREN.
ART DIRECTION.
MIKE RAVEN, BEN CLARKE. & HATTIE ABBOTT.
ABOUT.
CREATIVE.
8 ARTISTS
CREW.
FEMALE-LED
DURATION.
6 MONTHS
We worked with 8 unique female artists across a range of different mediums - I headed up the creative team across concept, pitching, storyboarding, production and execution of the final campaign assets.
The result was a vibrant and celebratory female-centric campaign which also highlighted gender stereotypes and the expectations they can impose on women, specific to gym culture and the brand’s community.
