Vitality

Sharper creative. Stronger storytelling. Same speed.

Creative Direction · Brand Strategy · Launch and Campaign Architecture

Vitality is a high-velocity athleisure brand with a 500K+ Instagram community and a drop-driven growth model that doesn't sleep. I joined as ECD with a clear mandate: elevate the creative and sharpen the storytelling without losing an ounce of speed.

THE WORK

Naming the heartbeat

Vitality had passion, product, pace, and a community other brands would kill for. My job was to give all that energy a center of gravity. The insight: Vitality doesn't sell apparel. It sells energy. The feeling you get when something fits right and the day is going your way. Once that became the heartbeat, every campaign, headline, and visual choice had a clear North Star.

Building a creative engine that matched the pace

Sixty SKUs a month is a speed most creative teams never experience. I built lean frameworks so the team could move that fast with full range: elevated storylines, refined messaging hierarchy, cinematic visual language, distinct narrative arcs for every launch, scalable templates for everything else.

Turning drops into moments

I led creative and marketing campaigns across core newness (Cloud II Sweet Heat), restocks of fan favorites (Vitality Kingdom), and major influencer collaborations (The Joey and Kelsey Edit; Delaney x Vitality). Each moment got its own seasonal universe and energy. Not just new colorways. New worlds.

THE RESULTS

When the storytelling sharpened, conversion followed. A clarified narrative, an elevated visual and verbal identity, and creative standards thorough enough to scale.

By The Numbers

Record BFCM campaign: 12x ROAS, $4M, 7k new customers
Campaigns ROAS: high teens to mid-20s on avg
The Joey and Kelsey Edit: 5M Instagram views in five days
Daily paid and organic content outperforming category averages