The Challenge
Despite rapid expansion, [solidcore] faced brand perception challenges. The workout was often viewed as intimidating, limiting broader audience appeal.

The Insight
The intensity of the workout wasn’t a weakness—it was the brand’s greatest strength.

The Idea
We reframed the experience through the campaign “The Greatness Within,” celebrating the transformation that happens when people push past their limits.

The Execution
I developed the visual direction and campaign design, overseeing elements from storyboard development and casting to wardrobe and overall visual tone. The campaign included, video content, paid and organic social media, email marketing, and influencer storytelling. The campaign also featured the previous year’s challenge winner, sharing her story to inspire others.

The Impact
The campaign drove record-breaking attendance across [solidcore] studios nationwide, reinforcing the brand’s identity around strength and transformation.

144% increase in new clients vs. goal
117% increase in new visits vs. goal
124% increase in web visits vs. goal