Reminding the world we all begin somewhere

After helping lead the pitch for SWEAT – the world’s most popular female fitness app – we got to work launching their new Beginner & Post-Pregnancy programs. To do it, we showed women all over the world that there’s no shame in being a beginner – even Kayla Itsines, SWEAT’s megastar founder had to begin somewhere. Using Kayla to front our campaign, we showed a vulnerable and unfiltered side to her that had never been seen before, resulting in SWEAT’s biggest subscription uptake to date.

Credits: Art director: Stacey Karayannis