SE Product Launch

Role: Art Direction, Design Direction, Design Strategy, Design Production

Following the launch of the new brand identity, BowFlex developed two new products: the IC Bike SE and Max Trainer SE. These products embody the essence of the new visual brand language, and are engineered for a premium workout experience.

I drove the visual direction and production of all assets for the product launch, which was centered primarily on our DTC platforms. This involved organizing and directing a photoshoot to develop assets for usage across all marketing platforms, and driving the development and execution the launch campaign across web, social and email channels.

Web

In spearheading the web launch of both products, our campaign took center stage on the business's prime touchpoint—the homepage—through a video I guided from development to execution. Moreover, I meticulously curated photo assets for the Product Detail Page (PDP) experiences, ensuring each product was showcased with clarity and coherence across all PDP designs across the the site.

I was tasked with developing product launch announcement emails for each product, utilizing a variety of photography styles to showcase the new product designs and provide comprehensive details of each offering.

Paid Social

I curated dynamic prospecting and retargeting paid social collateral tailored to each product, leveraging vibrant, eye-catching photography to spark initial interest, while using detailed imagery to delve deeper into the unique features and benefits of each product.

Photography

With a clear vision in mind, I directed the photography to capture the sleek lines and innovative features of the new products, emphasizing clean compositions, dynamic angles, and the details that make these products unique. I captured a diverse range of visuals, from standard e-commerce shots to stylized photography with color casting, and lifestyle photography to showcase how both products fit into contemporary living spaces.