Case study
Vitality is a high-velocity athleisure brand with a devoted community of +500k Instagram followers and an aggressive, drop-driven growth model. I joined as Creative Director at a pivotal inflection point: the brand needed to maintain its fast pace, execute more strategically, and serve stronger creative direction with cleaner storylines.
My mandate was simple: elevate the brand without slowing it down.
Process
Clarifying the essence
Vitality had passion, product, and pace … but lacked a cohesive emotional center. Past customer behavior, campaigns, and the brand’s internal language needed a new creative thesis.
My take was … Vitality doesn’t sell apparel. It sells energy. A lightness. A feeling you get when a product fits you just right and things are going your way. The brand spark was making people feel unstoppable and alive. Copy, visuals, cadence, and the emotional feel of each campaign was driven by this new heartbeat.
Building on a cohesive creative engine
The team was accustomed to speed, but speed without structure was diluting impact. I introduced lean, intuitive frameworks that actually supported velocity with:
elevated brand storylines
refined product messaging hierarchy
modernized, cinematic visual language
launches with distinct narrative arcs
scalable creative templates
Turning drops into moments
Throughout my tenure, I led creative for 60 SKUs across 2-3 per month, including major moments such as: The Joey & Kelsey Edit, Delaney x Vitality, Cloud II Sweet Heat, and more. Each became a standalone narrative … not just new colorways, but seasonal universes with their own energy and driving both ROAS.
Outcome
Creative that outperformed
The campaigns under my direction consistently delivered above-average performance ranges for the brand:
ROAS in the high-teens to mid-20s
add-to-cart rates exceeding brand benchmarks
daily paid and organic content traction
record BFCM: ~7k new customers
viral content The Joey & Kelsey Edit (5M IG views in 5 days)
My work made one thing clear: when the storytelling sharpened, conversion followed - even as paid media headwinds intensified through 2025.
A stronger brand foundation
By the time my tenure concluded, Vitality had:
clarified its narrative and emotional core
elevated visual and verbal identity
balanced launch speed with strategy
blueprints for future creative excellence
heightened creative standards for every touchpoint
The brand rediscovered its spark … but now had a real growth structure for the future.
