A Strength That Sets You Free

Pvolve Launch

In 2023, a beloved yet little-known fitness boutique had a secret fan that loved their workouts so much, she reached out to them and offered to be their spokesperson. That person happened to Jennifer Aniston.

We created a launch film and campaign photography starring Jennifer to emphasize the strength, mobility, and the confidence that Pvolve delivers with their low impact fitness method.

Close-up of a woman with blonde hair, blue eyes, and wearing gold earrings, looking focused.

For far too long, people were told a good workout leaves you feeling sore and needing recovery days. Pvolve is a workout method that promises to strengthen your body — without breaking it. This campaign shows what happens when you experience the method’s mind-body connection, and the liberating confidence that comes from getting stronger with Pvolve.

Collage of a woman in activewear performing various fitness exercises with weights, on a mat, and on a workout step, with a neutral beige background.

While getting to work with Jen again was a huge treat, (I CD'd her Vital Proteins campaign 2020) it was also wonderful to create a launch for a women-led fitness brand championing movement and wellness for longevity, and women in all stages of life.

A woman in athletic wear exercises with a resistance band on a yoga mat in front of a neutral background with the words 'PROVE' and 'A STRENGTH THAT SETS YOU FREE' visible.
A fit woman wearing workout clothes holds a volleyball against her chest. The text on the image says 'PVOLVE Personal Evolution.'
A woman in workout attire performing a plank exercise on a black yoga mat, wearing a fitness tracker on her wrist, with the word 'EVOLVE' and the phrase 'Fitness Evolved' in the background.

Client: Pvolve

Agency: 72andSunny

Creative Director: Tahirah Edwards-Byfield
Creative Director: Kristian Grove
Sr Writer: Sydnie Johnson
Sr Art Director: Bella Caruso
Sr Designer: Stephanie Morgan
Art & Film Producer: Julie Amenta
Director of Art Production: Ali Berk

Production: Superprime
Director: Loren Denis
DOP:  Linus Sandgren

Stills photographer: Zoey Grossman

Editorial: The Den
Editor: Middy Ofori-Attah

The Team

Recognition

Since the 2023 launch, Pvolve has exploded into a global brand, going from 2 studios in NY and LA, franchising to over 50 studios across the US and Canada and expanding their online/virtual workout offerings. Here is a small handful of press pieces from the launch.

The Drum | Business Wire | People Magazine

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