THE CHALLENGE

TRX had a perception problem. Despite being one of the most versatile training tools on the market, the brand had become synonymous with elite athletes and intimidating gym culture — leaving the vast majority of potential users convinced it simply wasn't for them. The real story was the opposite: TRX works for everyone, at every fitness level, every age, every body type. Our job was to make people believe that.

MY ROLE

As Sr. Art Director, I led the campaign from the ground up, driving concepting and ideation, establishing the visual language, and setting the art direction that carried through every touchpoint. I directed both photo and digital production, ensuring the work stayed true to the creative vision across the campaign.