Sweaty Betty:
Redefining the ‘Ultimate’ Studio

CONCEPT, STRATEGY & ART DIRECTION

Taking insights around the pressure women face to be the ultimate version of themselves. Sometimes ‘ultimate isn’t perfect, it’s just the best you’ve got today’ was the approach created to launch a new yoga collection for the brand.

Real stories of women who enjoy yoga in their everyday life were developed – showing off their ‘ultimate studio’ whether that was a park, home, garage or back garden. All casting was from real communities to ensure the stories were authentic and encouraged strong social sentiment. The campaign rolled out across all SB retail stores, digital channels and also in an ‘ultimate’ retreat held at The Wilderness Reserve.