Propel

The world of exercise advertising is often a very dark and intimidating place. Every brand out there is trying to match the intensity and competitive nature of Nike resulting in things that look super hardcore. So we decided to take a much different approach for Propel. Known for their flavorful water and positive energy, we created a world that was super vibrant, graphic and full of color. The net result was something that feels much more optimistic and inviting for passionate exercisers. Check out some of the photography below.

Any time you get the chance to work with JUCO, you are absolutely thrilled as a designer/art director. Known for their colorful, artful and modern sensibility, JUCO brought a really fresh POV to this work.

I was amazed by JUCO's ability to find and capture color and pattern out in the real world. They have such a unique eye for photography and art direction. I had been a fan for so long, it was great to finally work with them.

Another part of this campaign was the series of print ads below. They were shot in-studio versus the outdoor lifestyle images you saw above. We worked with the very talented Erin Marinovich to help with the lettering. Simple, graphic and colorful, the work was a huge departure from the typical dark and moody fitness world.