Photos by Dave Lehl
Hind, an athletic brand dating back to the 1970s, set out to re-establish itself in the performance training and fitness landscape. A fresh collection of imagery featuring athletes training in diverse settings became a core component of the brand’s strategy.
My role involved taking the creative lead and working in collaboration with the product and marketing teams to establish a campaign that would live across digital, print, social and video channels. This campaign needed to speak to an audience of fitness apparel consumers who cross-train.
ON THE TRAIL. ON THE ROAD. IN THE GYM. WHEREVER YOU TRAIN. WHATEVER YOUR GOAL.
My role involved providing direction for a single-day, multi-location, multi-athlete photo and video shoot. Responsibilities included writing creative briefs, hiring creative talent, location scouting, shot selection, on-set/post-production art direction, and creating campaign assets.
This process resulted in a fresh brand video, a series of athlete-spotlight/product endorsement spots and a robust photo collection.
