Launching LAVA for BODi

The Challenge

Win back lapsed consumers with the launch of LAVA, a new 20-minute strength, agility, and mobility program, while rebranding beloved trainer Elise Joan to appeal to a broader demographic.

The Approach

I led the creative strategy and execution from concept development to production and launch. This included leveraging consumer insights, developing concepts, scripts, and direct response creative. We also reintroduced test group participants to the studio for the first time since 2020, capturing their testimonials to highlight the program’s impact on body image and motivation.

The Results

The launch was an unprecedented success, with revenue exceeding forecasts by over 200% in the first two weeks. The program saw a 30% increase in users and a 3x increase in content engagement compared to previous launches, driven by powerful testimonials and the rebranded approach.

My role: VP, Creative at BODi

Creative Leads
Director: Michael Lloyd
DP: Chad Mahadevan
Producer: Mike Peleaux
Associate Producer: Zach Bidman
Product Development: Bree Andrews, Elanit Friedman
Creative + Strategy: Richard Tassone, Alex Hernandez, Olivia Butler
Stills Photography: Ian Spanier