This audience wants high-quality, on-trend, versatile clothing that meets both their athletic and aesthetic needs. The challenge was finding a way to connect with an audience DSG struggled to reach, while also showcasing women’s athletic clothing in a shoppable and shareable format. We developed a strategy that put DSG’s line of women’s apparel on our target audience’s radar, and created a campaign that celebrates the lives of women in a series of product-featuring storytelling vignettes.

Our strategy centered on creating an authentic, inspiring narrative that our audience could relate to and share. Shooting the DSG apparel in motion, on real female athletes, and paired with unique motivational copy helped us make that genuine connection. We knew stock imagery wasn’t going to cut it if we wanted to create an authentic brand story, so we partnered with film house Alchemy to art direct the site’s custom video and photography, and wrote strong accompanying headlines to bring the campaign’s voice to life.

We introduced another layer of complexity by creating interactive, scalable content tiles that needed to display on top of video and control some of its functionality. These tiles let users shop the stories of different athletes on the site. Women use inspirational images as a source of fitness motivation, so we included tiles with inspirational content, designed specifically to share, tweet, and pin.