The project: Hot Fiit Summer was a photography-heavy brand campaign that leveraged summer nostalgia to keep Fiit’s members engaged and drive new customers into the sales funnel.

I lead the creative – from strategy to execution – managing a team which included a designer, photographer, 2x videographers, content creator, copywriter & DJ.

 

The story: With an almost nonexistent budget, this campaign used three stories to celebrate nostalgia and demonstrated how fun and fitness can live together. I called this co-existence, ‘The Fun & Gains.’

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I opted for film over digital to evoke nostalgia, using flash where it called. I wanted to capture raw and candid moments and used stop-motion for video assets to tell more relatable customer stories.

I also sought the help of Fiit’s in-house DJ to create three bespoke tracks.

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Using the idea of Hot Fiit Summer to anchor our content narrative, we were able to lean into core business USPs of price, convenience and efficiency and pushed engagement with fitness challenges, training plans, socials, blogs etc. (not featured).

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This campaign brought in 2,000+ new members in three months – doubling our benchmark of 1,000.