ss 25 active Collection
Layout
Photo Selection
Typography
Casting
Design
Art Direction
Designed all the assets for the launch of the Amazon Essentials Activewear Collection, a collaboration with influencers Acquired Style and Lauren Wolfe.
The campaign introduced the new FormFlex fabric, highlighting its moisture-wicking, breathable, and supportive performance.
Background
Process
The campaign sought to help Amazon Essentials break through the saturated activewear category while maintaining its identity as a trusted source for affordable wardrobe staples.
The campaign highlighted the brand’s style, performance, and value in a cohesive visual story.
I assisted off-figure photoshoots to show the brand’s FormFlex fabric and its flexibility. I directed the styling of off-figure shots to spotlight the brand’s versatility, both as activewear and leisurewear.
Launch Performance
$4.3M
Revenue Generated
40M
customers reached
2.03% CTR
Exceeded performance benchmark
Creative Director Lauren Festine
Assistant Art Director & Design Gjeryl Fajardo
Copy Carole Hurst
Photographer Jack Grange
SocialPhotographer Cassie Robinson
Stylist Milton Dixon
Soft Stylist Renata Chaplynsky