Sweaty_Betty
WEAR_THE_DAMN_SHORTS
2024_BRAND_CAMPAIGN
&_ACTIVATION
THE CAMPAIGN
Expanding on the success and noise we made last year, our friends at Sweaty Betty asked us to amplify the experience for 2024. We focused on capturing real stories, from real women, with genuine emotion and feeling. Shot by an all-female direction and production team, with the aim of empowering women who may have hang-ups about wearing shorts. The goal is to inspire change, encourage bravery & embracing oneself.
We then built and fitted out our event truck with a custom photo & DJ booth plus a changing room experience and took it to the road, bringing the vibes to street. Choreographed dance cardio classes in the sun!
Dropping into Kings Cross, Battersea Power Station and Liverpool one to spread the message to WEAR THE DAMN SHORTS!
DISCIPLINES
Campaign Capture
Shoot Production
Photography
Creative Direction
Motion & Video
Post Production
Event Activation
Fabrication & Build
Logistics
WHY?
This Summer, we’re owning our body hang-ups as a sisterhood.
Marks, scars, shape, age: don’t sweat it. We get it. Letting those legs free can be hard. That’s why we’re sharing stories from ten incredible women to empower you to WEAR THE DAMN SHORTS.
Side by side. Thigh to thigh.
Shouts to Danielle, Hannah, Kenya, Pam, Charley, Rebecca, Rianna, Georgina, Holly & Susan.
HANG-UPS
Many women globally have an issue with the way their legs look and struggle to wear shorts.
We extracted as many stories as possble that allowed us to really get to the core of what happens when women feel un-positive about their legs and wearing shorts
ROAD TRIP!
Once the campaign was captured we took it to the streets and worked alongside FRAME to amplify the experience with dance cardio classes.
3 times a day we celebrated women and their bodies and smashed out choreographed dance steps and routines, all in shorts. Powerful scenes. Who run the world?
TRUCKIN’
The truck featured a bespoke build changing room experience where women could come in and try on new styles of shorts, a photobooth that captured that change and then left our people with a take home. Affirmation cards and pledges were left on the pin wall, motivationally charging our women to feel part of something together.
A space to share the campaign message, provide the sound track from our DJ’s and look to boost both Sweaty Betty’s offer but the confidence in women as a whole.
Big shout to Fuji for supplying our Instax camera moment at our for events and in SB retail stores.
