When Savage X Fenty sought to launch their athleticwear line, we crafted their first-ever TV-driven, 360-degree campaign to differentiate the brand in the crowded activewear market. Our strategic insight focused on the line’s unique versatility, blending stylish lingerie-inspired silhouettes suitable for both the gym and social settings. This led to the campaign theme: Power X Play, emphasizing that Savage X Fenty Sport supports you in every aspect of your life, whether you're running on the treadmill or running errands.
We brought this theme to life with a dynamic suite of film and still assets, including a hero TV spot, cutdowns, and impactful out-of-home ads in high-visibility locations. Featuring a diverse cast, our campaign showcased the sportswear in unconventional scenarios, reinforcing the message of uncompromising style and functionality. The launch generated significant buzz, with Rihanna’s post receiving over 1 million likes and extensive media coverage in top publications.
Agency: Giant Spoon