SP—158 / Sport & fitness · Launch experience
MOVE COLLECTIVE
A creative direction for a multi-discipline fitness space.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop MOVE COLLECTIVE, a fictional concept for a multi-discipline fitness space. Elite imagery can make everyday participation feel distant or intimidating. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People looking for a sport, class or community that fits their motivation.
The strategic idea
“MAKE MOVEMENT YOUR OWN.” is the central creative thought. Build a welcoming entry into the brand through a focused digital composition and one clear invitation. Build energy around the decision to show up. Make the activity and first-session experience understandable and inviting.
The creative direction
An original track-inspired graphic, assertive typography and a #00C853 colour field create the visual language for MOVE COLLECTIVE. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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