Athleta: The Power of She

Agency: Yard Role: Writer + Creative strategy

360 CAMPAIGN: TV, VIDEO CONTENT, SOCIAL

"The Power of She" campaign took a fresh approach to empowering women -- becoming an early leader in an industry wide movement towards inclusivity and female empowerment.  Women empower each other through movement and community every day and Athleta wanted to celebrate the true power of the female collective. We spent time with groups of women dancers, surfers, Yogis and runners, and told their stories across a 360 campaign that featured models from all backgrounds, ages, and sizes. At the time, this was still very bold for a major fashion company (and, thankfully, is not still). Athleta's first 360 campaign spanned across: tv, digital content, social, print, catalog, sweepstakes and events. It was an incredible experience working with a small creative team on bringing such an expansive & multi-faceted brand platform to life, and fueling the growth of a now thriving athletic wear company.

My Role was Copywriter for all campaign platforms and ideation around social and experiential.

Agency: Yard Role: Writer + Creative strategy

“This video perfectly encapsulates why women are stronger together.” – Refinery29, April 2016

“There’s nothing like strong women working together, and the latest campaign from athletic brand Athleta is all about that message.” – Self, April 2016

“Athleta provides empowering inspo with their new #PowerofShe campaign which features female athletes kicking ass as a united front instead of trying to tear one another down.” – InStyle, April 2016