I created and led the execution of the company’s most significant scale global campaign to date, with a concept that would showcase the confidence and attitude customers get from shopping during the Gymshark Black Friday Sale. Shopping on Black Friday is crazy, so the campaign had to match.

Using key insights to identify essential customer interests and shopping habits, the narrative is told through four main stories to generate hype and get the customer learning about ‘Big Deal Energy’ - a phenomenon sweeping the globe, one you can only experience with Gymshark. I lead the project at every stage – from concept and pitching to production and final execution of assets, collaborating with a fantastic team of over 200 across the project.

Our hero film was at the centre of the campaign, broken down into micro and macro activations across performance, social, PR and influencer comms.

Each of the four narratives was carefully expanded into social activations. Taking inspiration from the gaming scene with YouTuber KSI, we built an Instagram game where sharing your high scores could win exclusive prizes; this helped broadcast Big Deal Energy globally.

Campaign assets were used to maintain relevancy across socials, with new content released daily. From teasers to relatable memes - customers always had something new to discover.