Calia by Carrie Underwood Launch
In 2015, helped lead the team that named, positioned, branded and launched CALIA by Carrie Underwood, a women's active lifestyle brand from Carrie Underwood and Dick's Sporting Goods.
Our mission was to genuinely inspire women at every fitness level to
Frank, friendly and surprising, the copy plays off Carrie's approach to fitness while celebrating the satisfaction of reaching for the best you can be.
When the client asked for the traditional long-form interview video with Carrie, I got creative with her best quotes and some behind-the-scenes footage to create a series of interview shorts that help establish Carrie as a fitness authority and give meaningful insight to the consumer.
Fast forward a few months, and these are the CALIA videos with the most social views, some topping 400k on Facebook alone, with no paid media.
Role: Strategist & ACD Story – ACD Design: Catherine Schier
AD: Kristin Murphy – CD: Marcio Kelmanson – GCD: Grace Chu