Life Style Sports – A Game

The Brief: Drive consumers to Life Style Sports’ running and fitness range during January.

Client: Life Style Sports
Services: Art Direction, Concept, Design
Agency: Radical

How can we inspire consumers to get fit after the glutenous Christmas period? We all set ourselves new year’s resolutions but sticking to them is a different thing. So we made January the challenge, the enemy to beat. Don’t beat yourself up, beat January.

We challenged fitness influencers across social to Beat January by Bringing their “A Game”. All of this was caught as a journey on video, in photography and on blogs to inspire the rest of our audience.

I art directed and developed the concept for this campaign. We did a full fashion shoot, window displays, video content and digital content.


Art Direction photoshoot: