JF - IN MOTION
Spring activewear campaign for Joe Fresh featuring Canadian para athlete, Allison E. Lang. This campaign won the Canadian Grocer Impact Award and was featured in a CBC news article.
CREATIVE CONCEPT | ON-SET ART DIRECTION | PRE & POST PRODUCTION DIRECTION | GRAPHIC DESIGN LEAD
Move happy.
Breaking from the usual “new year, new you” narrative, this campaign celebrates movement, joy, and self-care with a vibrant, retro-inspired collection. Featuring a diverse cast, including different body types, abilities, and backgrounds. It champions inclusive wellness and reinforces Joe Fresh’s commitment to accessible, feel-good fashion.
The campaign rolled out in stores nationwide, brought to life through bold window displays and in-store signage across the country.
