In my role as a Designer at Barkley, I was tasked with building a digital campaign to promote Planet Fitness' September Promo, which featured discounted sign-up fees used to entice new members to join the club. The ask?: position Planet Fitness as the gym where you can go at your own pace and not deal with the get-fit-quick #BullFit that spreads around the internet.
With this in mind, my copywriter and I wrote three iterations of social-first video ads, which feature our hero combatting various fitness enemies before eventually joining Planet Fitness, the environment he feels most comfortable in to achieve his health and wellness goals. I also had the opportunity to be on set and help art direct the shoot for these videos, which involved selecting wardrobe, designing sets and directing talent to fit our vision. I even got to create a satirical protein supplement brand – Meat-eor Protein (Whey Out of this World) – to feature as a prop in our videos.
With this in mind, my copywriter and I wrote three iterations of social-first video ads, which feature our hero combatting various fitness enemies before eventually joining Planet Fitness, the environment he feels most comfortable in to achieve his health and wellness goals. I also had the opportunity to be on set and help art direct the shoot for these videos, which involved selecting wardrobe, designing sets and directing talent to fit our vision. I even got to create a satirical protein supplement brand – Meat-eor Protein (Whey Out of this World) – to feature as a prop in our videos.
In addition to these videos, I was also responsible for creating a website 'doormat' for the Planet Fitness homepage, static ads that ran on Facebook and Instagram and a branded Snapchat filter that gym-goers could use in club.
Creative Director(s): Stacia Weiss and Kevin Kampwirth
Associate Creative Director: Eileen Hogan
Copywriter: Taylor Brookhouse
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My role on the Planet Fitness account also involved designing evergreen social response GIFs and GIPHY stickers for use on Instagram, Snapchat and TikTok. Below are some of my favorites.
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