Propel Fitness Water - 360 Social Campaign
Role: Executive Creative Director & Director
Objective: Propel wanted a bespoke social media campaign that both showcased their product line and authentically appealed to everyday fitness enthusiasts.
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Solution: I led the creative direction of Propel’s 360 social campaign with tailored assets across Instagram, Facebook, TikTok, and Reddit. By focusing on connecting with local fitness communities nationwide, addressing common insecurities of newcomers, and highlighting the benefits of Propel’s product line through both paid and organic media along with photo shoots for OOH tie-ins, this campaign successfully expanded Propel’s appeal and drove impressive reach across all platforms.
Responsibilities
​• Concept development
• Creative strategy
• Creative approvals
• Talent acquisition
• Client/Stakeholder presentations
• Art direction
• Trend research
• Cross-department collaboration
• Timeline supervision
• Campaign planning
• Live action directing
• Copywriting
• Quality control
• Budget management
• Vendor coordination
• Brand consistency
Featured Campaign Assets
Social Spot (Organic) - "The Brick City Rowing Crew vs. Michael B. Jordan"
Social Series (Organic) - "Propel Your City Project - Houston"
Product Series (Paid) - "All In One - Packet"
Social Spot (Organic) - "Vibe Teaser"
Product Series (Paid) - "All In One - Tablet"