Say what you mean, do what you love and fucking send it
Beautifully natural stories of fitness and sisterhood
As part of our rebranding work for activewear powerhouse Sweat Betty, we devised the New Year, Same You campaign, following a group of women starting the year by getting active in nature. Reflecting the brand’s wider motifs of attitude, energy and stories, we created a series of stills and films capturing a sense of sisterhood felt enjoying yoga, cardio and hiking together in beautiful outdoor settings. Three films captured the women at different times of day, from sunrise, to daytime, to dusk. Our art direction for the brand focused on a synergy between craft and realness, working with natural lighting, and graphic borders to bring to life the natural mood and depth of the scenes. The design language conveys a fresh, authentic take on elegance and luxury. The creative ran across Sweaty Betty’s stores and windows, including their flagship store in London’s Carnaby Street.
Industry Fittness + leisure
