Avia
Role: copywriter
Targeting 3 demographically similar but psychographically different audiences, we chose to use the same color palette and images, but headlines and copy spoke to our audience's specific motivations. The campaign reversed 5 years of declining sales, aerobics instructors read the copy aloud during class, and the campaign won plenty of awards. A success from every angle.
What’s your excuse?
Some days, it takes all you’ve got just to make it to the gym. Even though you know that first step will make you forget everything that was keeping you from working out. The energy you didn’t have will miraculously appear. You’ll be strong enough, free enough, confident enough to do anything. So even though you have every possible excuse not to go, you (my hero) drag your tired butt to the gym.
Is this a new religion?
This is not about guilt. It is about joy. Strength. The revival of the spirit. I come here seeking redemption in sweat. And it is here I am forgiven my sinful calories. Others may never understand my dedication. But for me, fitness is something much more powerful than exercise. It is what keeps my body healthy. It is what keeps my mind clear. And it is where I learn the one true lesson. To believe in myself.
Screw the laws of gravity.
I’ve never been the type to let anyone tell me what I can and can’t do. It just isn’t in me. And when I hear you can’t outsmart heredity, that destiny and gravity are bound to catch up with you, well, I do what I always do. I rebel. I get my heart pumping, my body sweating. It’s liberating. And it makes me feel strong. Powerful. I don’t have to give in to anything. They say you can’t defy gravity. Just watch me.