The Challenge:

LIIFT MORE was positioned as the most highly anticipated fitness program of the year for BODi, requiring a brand identity that would stand out in a crowded fitness market. The program needed to appeal to both existing fans of the original LIIFT4 program while pushing boundaries to attract new customers seeking more intense results.

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The Approach:

As Senior Creative Director, I led a comprehensive brand development strategy that embraced an unapologetically bold voice.
 

Brand Strategy & Positioning: 

• Created a powerful, strong, and edgy brand identity that deliberately forced a choice—"are you willing to do what it takes?"

• Crafted an authoritative, no-nonsense voice that matched Super Trainer Joel Freeman's motivational style

• Developed messaging that challenged users to commit fully or "look somewhere else"

• Positioned the program as the definitive next-level evolution of the popular LIIFT franchise​​

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Comprehensive Campaign Execution:

• Directed cohesive creative across performance marketing, social media, email, and content marketing

• Developed landing pages that blended aspirational imagery with challenging, direct copy
   

The Results:

• Generated $5 million in revenue in the first month

• Created a brand that resonated with fitness enthusiasts seeking more intense training

• Established a distinctive voice that cut through market noise with its directness and edge

 

Roles & Responsibilities:

• Led creative strategy and brand development

• Directed copywriting and messaging architecture

• Oversaw multichannel execution including performance marketing, social media, email, and content

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Key Insights:

The success of LIIFT MORE demonstrated that fitness consumers respond to clear challenges and honest messaging that doesn't sugar-coat the work required for results. By creating a brand that forced a choice rather than trying to appeal to everyone, we created stronger commitment and better outcomes for those who accepted the challenge.