Designed for women who believe strong is beautiful.
We created concepts and empowering messages for Carrie Underwood's fitness brand, CALIA, to introduce the Fall/Winter and Spring/Summer collections, as well as a Mother's Day campaign supporting active quality time, together.
I wrote scripts, casted fitness models, and created social content based on our shoot assets, together with my team.
CALIA BY CARRIE UNDERWOOD
Mother’s Day
Role: concept, script, casting, creative direction for film treatment, VO selection, post-production (edit + color correction)
On Mother's Day, strengthen your bodies and your bond.
Spring / Summer Collection
Of note was Carrie's absence from this shoot. We pushed the brand to cast real fitness models of varying body types.
Fall / Winter Collection
Carrie returns just before her '19 summer tour. We set our campaign inside the Nashville stadium in her hometown.
DICK'S SPORTING GOODS | AGENCY: BADGER & WINTERS
carissa gallo // director (mother's day) | steve brahms // director (FW, SS) | grace chu // gcd | kristen murphey // acd | olivia simone // sr copy |roisin mcnulty // jr art