JF Active CAMPAIGN

Campaign Concept · Art Direction · Film Direction · Casting · Integrated Campaign

Spring 2023 activewear campaign for Joe Fresh featuring Canadian para athlete, Allison E. Lang. A fresh take on the traditional activewear campaign, In Motion celebrated movement in all its forms, shifting the focus from fitness goals and physical transformation to feeling good, having fun and moving your own way.Assets leveraged across print, in-store, paid and organic media and in email and web banners.

This campaign was featured in a CBC news article and won the Canadian Impact Grocer Award for Diversity and Inclusion