Campaign

Project
Elevate Your Wellness

Client
Club Pilates

Brief
Ideate and produce a marketing campaign that spans several mediums, including, but not limited to, print advertisements, mailers, large format signage, social media posts and email blasts. In my role as Art Director, I was responsible for concept, copy, design, execution and distribution.

Elevate Your Wellness

Club Pilates Marketing Campaign

The goal for this Q3 campaign was to align with our sales process of value-based selling, and ultimately generate higher qualified leads for the studios. I decided to utilize value-forward messaging, using data from our digital ad performance and competitor research.

At the time, a UGC style video that showcased a class with the overlay “Find Your Best Self” was outperforming several pieces of creative. This leaned into the findings that prospects were identifying more with “lifestyle” messaging than specific “product specs” (for example, class types). I also gathered from online reviews and engagement on our social pages that members practice Pilates for several different reasons, but they are all usually surprised at what they are capable of and how amazing they feel after class.

I wanted to capture this feeling in a concise message as our main headline for the campaign, and in support, showcase clean and bold imagery featuring Pilates equipment. The main demographic is also prominently featured, women ~60 years, and women ~45 years to attract more of the core demo as qualified leads.

Brand Photoshoot

In order to capture high-quality, welcoming, branded imagery for this suite and supporting social reels, I directed a photo and lighting crew in one of our local studios, managing casting, wardrobe and run of show.