'Power of Pure': Ladder x LeBron James

The Challenge

Introduce a new premium sports beverage line, emphasizing its quality and efficacy as worthy of co-founder LeBron James. The challenge was to broaden its appeal to elite athletes beyond LeBron’s following and drive e-commerce growth.

The Approach

I led the creative process from concept to campaign deployment, ensuring every production element—from location to director—aligned with Ladder’s brand values. To broaden the appeal, I introduced non-pro athlete Steph Chung alongside LeBron, bringing a fresh angle that resonated with a wider demographic. We also developed direct response creatives that upheld Ladder’s premium aesthetic while still driving performance.

The Results

The campaign delivered a 350% YoY engagement increase, resonated with diverse audiences, and drove over 30% YoY e-commerce growth. It also earned industry recognition as a Shorty Awards Finalist and won two AVA Digital Platinum Awards.

My role: VP, Creative at Openfit/Ladder

Creative Leads
Director: Ben Orisich
DP: John Taggart
Stills Photographer: Andre Perry
Producer: Frank Spadafora
Creative Agency: Label Maker NYC, Michael Talese, Winston Tseng, Josh Hara, Samantha Fitzgerald
Product Photographer: Evi Abeler