[solidcore]

The ask: Create a New Year’s campaign with a positive spin.

The work: [solidcore] is a notoriously tough strength-training workout. Your muscles shake, sweat drips, and it’s damn near impossible to get through a 50-minute class without taking a break. Some people see that as “failure”. We decided to lean into it as proof that your hard work is working.

My role: I helped develop the campaign concept and wrote the video scripts, print assets, CRM emails, and performance ads.