Spinning®
Spinning® is the original, authentic indoor cycling experience. With a global footprint and deep roots in the gym market, they are a category leader and the pre-eminent training company in the industry. Spinning® continues to champion the emerging hybrid fitness model, creating a continuum for a seamless experience from the studio to the home.
STYLE GUIDE
To maintain consistency and ease of development for future iterations, I created a simple web style guide.
PHOTO SHOOT PRODUCTION AND ART DIRECTION
To kick-off our home bike revival, I produced a 2 day photo shoot during this lockdown in a beautiful home in Los Angeles. I was responsible for everything from A-Z from hiring the models, scouting the location, styling the shoot, creating mood boards and storyboards, art directing the photographer and video team and overseeing the on-set safety requirements, craft service and equipment transportation.
VIDEO PRODUCTION AND ART DIRECTION
I produced and art directed a brand video to use for marketing initiatives like YouTube and social media as well as our website.
Motion Graphics
email graphics and social media
SOCIAL MEDIA
Another opportunity I identified as being underutilized was advertising on social media.
After completing a target market analysis, I proposed focusing our campaigns on Facebook and Instagram. I recommended that we shift from a product-focused to a brand-focused campaign that leverages more engaging and relatable imagery. We A/B tested the existing campaigns against these new concepts and the new ones out-performed by over 40%, influencing a new marketing strategy across all platforms.
See more here: social-and-paid-media.
Event Marketing – The Spinning Experience and WSSC
For the last 21 years, Spinning® has produced a 5 day-training and recreational Spinning® experience in Florida as well as Italy, the Netherlands and Spain. As a Creative Director, I have been responsible for the key art, direct mail, social media, print collateral, environmental graphics and apparel design.
The 2019 World Spinning® and Sports Conditioning (WSSC) conference brought together the global community of fitness professionals to downtown Miami to celebrate its 20th Anniversary.
