Launching Chop Wood Carry Water on BODi

The Challenge

Establish trust in the newly rebranded BODi platform as the go-to at-home fitness solution by reigniting the passion of its largely female audience with the launch of Chop Wood Carry Water.

The Approach

I led the entire creative process for the launch, introducing a consumer-centered storyline that deeply resonated with this demographic. This was the first time BODi had used such a narrative approach, designed to create an emotional connection and drive multi-channel engagement.

The Results

The campaign sparked a flood of positive engagement, achieving a 40% program conversion rate and a 130% increase in site visits compared to other launches that year. The creative was later tested on paid channels, becoming one of the highest-performing ads of the year and driving significant subscription revenue.

My role: VP, Creative at BODi

Creative Leads
Director: Michael Lloyd
DP: Chad Mahadevan
Producer: Zach Bidman
Concept: Tricia Mirchandani, Zach Bidman
Editor: Joe Torres
ECD: Richard Tassone