Creative Direction, obé Fitness

obé Fitness is a live and on-demand digital fitness & wellness platform, built 4 years ago with the mission of spreading joy in daily movement. I worked as obé's Creative Director on a ~6 month contract throughout 2022, leading a team of art directors, designers & copy at this fast-moving startup. I wore the hats of Creative Director, Design Director, Producer, Post-Producer, Photographer, Strategist, Talent Wrangler, PA - all things creative and production, while working with a small, young team to create powerful content with limited resources.

To name a few projects: an athletic-wear campaign with brand partner Athleta, the launch of obé's audio-only feature (obé Audio), an evergreen social shoot to capture obé outside of the box with 9 different instructors, a month-long Pride 2022 celebration, launching obé on American Airlines seat-back screens worldwide, a collaboration with Radiant Human's Christina Lonsdale (Color in Motion), launch campaigns for new workout programs like Simply Strong, and 4 sizzle reels promoting a day spent with The Bachelorette's famed Tyler Cameron.

I also spent a great deal of time refreshing obé's brand identity and production guidelines, introducing a new color palette, a variety of design elements, iconography, photography and production directions, and product design recommendations.