Treadmill? Stationary bike? Weightlifting? That stuff’s boring. Plus, your time is limited and Ted from accounting has been a real pill lately. You need to pull on the gloves, burn every muscle in your body and get some kinetic catharsis that only a FightCamp workout provides.

Strategy stuff: The FightCamp brand was floundering between the extremes of being too intimidating and, at times, too Goop Mom-y (inauthentic). This campaign set out to strike the right balance, showing working moms (primary target) that boxing / kickboxing training doesn’t turn you into (or require that you be) a rage monster. We also needed to minimize the ‘intimidation factor’ by demonstrating that the FightCamp training system will teach you the proper techniques to both avoid injury and - as you progress - actually make striking the bag feel really good. Our creative inspiration was the feeling of hitting your first tennis or golf shot right in the sweet spot…or the satisfying crack of a baseball bat.

Roles: Copywriting. Brand Strategy. Creative Direction. Film Direction.