Barry’s Bootcamp
After helping my former creative partner with the Barry’s rebrand, I took over for him as Creative Director two years later. I knew there was work to be done to balance its perception as the toughest workout in the world with a more accessible narrative that would help it expand globally. During my year at the helm of all marketing and creative, we grew from 13 to 28 studios. Some highlights below:
The brand’s first ad campaign, Be Your Own Icon, launched the beyond-glam flagship studio in Hollywood.
Studio design to create unique experiences that spoke to each unique neighborhood and space, like a building formerly known as a movie theatre to Upper East Side locals.
Updating Barry’s social presence to be friendlier and more client-based, including developing live Q&A events and an Instagrammable moment in all studios to inspire sharing sweaty selfies after class.
Developing in-studio marketing including themed classes, beginner’s programs, and newbie initiatives.
