Client: Dicks Sporting Goods
Launched April 2022
DSG, after a successful partnership with Carrie Underwood, was ready for a transformation.
In this new chapter for CALIA, we are reinforcing the values that make us relevant, expressive, and relatable to a whole new generation of women who consume media with sound both on and off. We're making it easy to express unique, personal style throughout people's own daily routines and fitness goals. We are evolving our look, tone, and feel, by taking inspiration from the fashion world. This elevates our brand and emphasizes the new design features of our apparel lines.
Women all over, whether they are working out or not, will come to see CALIA as a fashionable activewear brand that elevates their style.
Launched April 2022
DSG, after a successful partnership with Carrie Underwood, was ready for a transformation.
In this new chapter for CALIA, we are reinforcing the values that make us relevant, expressive, and relatable to a whole new generation of women who consume media with sound both on and off. We're making it easy to express unique, personal style throughout people's own daily routines and fitness goals. We are evolving our look, tone, and feel, by taking inspiration from the fashion world. This elevates our brand and emphasizes the new design features of our apparel lines.
Women all over, whether they are working out or not, will come to see CALIA as a fashionable activewear brand that elevates their style.
My Role(s):
Initial concepting:
Creative lead.
Worked on initial creative concepting campaign/big ideas with creative director(copy), created various presentation decks to present our initinal campaign ideas, mocked up concept visuals, created and presented the final deck to the client with our 360 campaign ideas+digital assets+print assets.
Pre-production+shoot:
Researched photographers/directors, created initial storyboards for TV spot + online videos, created the entire digital assets style guide - including designing, photo art direction and simple animation directions (video presentation below), prepared for the 3 days shoot in LA with the help of production team, art directed on set with directors, supervised/directed tiktok/social videos on set.
Post production:
Worked on overall photo select direction,worked with editors in London to edit and finalize the TV/social videos, handed off the digital style guide to the client.
Directors:
Carlos and Monica
Deliverables:
1 :30 TVC, 10 online video forms (youtube, hulu, instagram and more), digital assets design style guide, tiktok videos, photography for in-store / print outs / emails / ban
Initial concepting:
Creative lead.
Worked on initial creative concepting campaign/big ideas with creative director(copy), created various presentation decks to present our initinal campaign ideas, mocked up concept visuals, created and presented the final deck to the client with our 360 campaign ideas+digital assets+print assets.
Pre-production+shoot:
Researched photographers/directors, created initial storyboards for TV spot + online videos, created the entire digital assets style guide - including designing, photo art direction and simple animation directions (video presentation below), prepared for the 3 days shoot in LA with the help of production team, art directed on set with directors, supervised/directed tiktok/social videos on set.
Post production:
Worked on overall photo select direction,worked with editors in London to edit and finalize the TV/social videos, handed off the digital style guide to the client.
Directors:
Carlos and Monica
Deliverables:
1 :30 TVC, 10 online video forms (youtube, hulu, instagram and more), digital assets design style guide, tiktok videos, photography for in-store / print outs / emails / ban
:30 TVC
:15 Videos
:15 / :6 short online ads (instagram/fb)
Digital Assets style guide
Tiktok
OOH in all DSG stores
