POWER BUILT ON PRECISION

GYMSHARK 315

CONTEXT

Jargon warning… Gymshark got niche with their hyper-focused weightlifting range, engineered for powerlifters and Olympic weightlifters. With very specific features built for very specific movements, this was our chance to get esoteric.

CONCEPT

My first role was to name the range. 315 references 315lbs of weight on a barbell (the equivalent of three full plates on either side), a significant milestone for anyone on their weightlifting journey. It’s an ‘I made it’ kinda weight.

Next was the concept. We juxtaposed the brutality and technicality of weightlifting in gritty, dramatic harmony. That formed a little metaphor for Gymshark’s product too. Fortunate, huh?

CONTENT

An omnichannel campaign led by creative that visually and verbally communicated raw strength with intricate technology.

Power built on precision.

HERO VIDEO

USP HIGHLIGHTS

PR GIFTING

CREDITS

Copywriter: Harry Foley
Creative: Jo Bird
Producer: Sarah Clarke
Artwork: Nathan Barnett, Cam MacRae
Videography: Thom Williams, CJ Ducker
Edit: Cian Greaney
Retouch: David Bateman Williams
Brand Manager: Chris Freer