Telling a Story of Strength—The LNDR Campaign
This campaign wasn’t about aesthetics... it was about identity. LNDR wanted to speak to women who train with intensity, not for the likes, but for the love of movement. I led production and content strategy for a film that reflected that mindset; raw, powerful, and personal. My team and I handled casting, creative direction, and multi-platform asset delivery for a campaign that now lives across, social, and paid.
The Brief: Real Movement, Real Voice
LNDR wanted to speak to women who weren’t chasing trends—they were chasing performance. The campaign centered around one key idea: real performance from real people. My job was to bring that narrative to life without relying on overused fitness tropes. We needed something cinematic, grounded, and emotionally resonant.
Key Highlights
- Real women. Real grit.
- Athleticism as identity, not aesthetic.
- Vulnerability and power, coexisting.
🎬 Production Leadership
As lead producer, I oversaw every aspect of the shoot—building a run-of-show that allowed the story to unfold naturally while capturing key visuals for performance marketing. My team and I:
- Cast talent with real athletic backgrounds
- Sourced locations that allowed movement to shine
- Directed both A-roll and B-roll with dynamic blocking and pacing
- Captured both high-impact motion and intimate, human moments
“Movement is a gift. I train hard because I can”
✂️ Post-Production & Storytelling
My team and I crafted a visual arc that supported the voiceover: a story of resilience, failure, and power reclaimed. We highlighted details—the breath between sets, the missed reps, the locked-in focus.
My team delivered:
- Paid cutdowns in 9:16 and 4:5 formats
- Still frames for ecommerce
Results
The campaign successfully introduced LNDR’s drop with a message-first approach. Rather than leading with product, we led with perspective—and it resonated. The creative direction helped reframe what performance wear can look and feel like when designed for women who actually train.
