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Fight Cancer 2018

Fight Cancer is an annual In-Shape campaign dedicated to raising funds for cancer research. Throughout October, In-Shape members are encouraged to: refer a friend, tag social posts with #InShapeFightsCancer, participate in events, and purchase retail items/paper kettlebells all of which contribute to donations to St. Jude Children's Research Hospital and the American Cancer Society. 

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As part of the Creative Team, I was excited to push In-Shape's brand guide to its potential by producing assets similar to what members expect to see from us, but different enough to pique interest. 

Photography

I assisted in studio portraiture by directing our models/ real-life coworkers on how to pose for some of the group shots while Samantha LemMon led the overarching style and compositions. We ended up with empowering imagery used throughout the campaign to rally the community! I also had fun composing, shooting, and editing the Fight Cancer Shaker Cup product photography, creating a .gif and decomposed flat lay for member engagement emails!

Emails: Fit Club Series

Work out and win! When a member reaches specific amounts of club check-ins (1,3,5,8, and 12) they get an email encouraging them to keep going and "earn their spot in the Fit Club" plus the free water and monthly prize that comes with it! This month, the prize was a shaker cup and I experimented with re-designing the emails with a story-flow in mind and showcasing the product in a different light with every email. (Pssst–click each to find the flat lay and .gif!)

Emails: Monday Motivation Series

We started every Monday in October with stories about how cancer affects some of our team members' lives. I enjoyed playing with typography in this series, using their words to texture the air around the imagery, then highlighting the story in quotes for legibility below.

Print: Banner & Tri-fold

Mandy's banner feature was the first thing you'd see walking into the club! We took this large scale magnetic banner as an opportunity to do something big, really focusing on the human connection and building interest in the campaign by highlighting keywords without giving away the whole story. Instead, we ask members to check out the website to learn more about Mandy's story and how they can contribute to the campaign! Meanwhile, the Recharge Card expanded from its usual purpose of providing a workout/healthy recipe to including the calendar of October events. This project was definitely good practice in laying out extensive copy!

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