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.
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.
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.
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