Epic Rise

This concept was a new direction for the brand and proved to be an unlock for their marketing strategies moving forward. I wanted to focus on the quality of the leggings, while highlighting how it feels to put them on for the first time. This resulted in slow-panning close-up shots of the product, followed by the reactions of women seeing themselves in the leggings for the first time. This became the control spot for the next two years and resulted in a second version that was just as successful.