-
![]()
GYM girl of the year
Concept: Dream to reality
Executions: Stills, set build, award prop
-
![]()
Whitney x Adapt fleck
Concept: Whit girl
Executions: Stills, social content, video, set build…
-
![]()
Soft Sculpt x Cosy Luxe
Concept: The art of softness
Executions: Stills, social videos, still life, prop design, set build, social content, retail…
-
![]()
WS minimal leggings
Concept: Calm amongst chaos
Executions: Stills, social first video, social content, video, ecom shoot…
-
![]()
Seasonal/Best sellers Creative direction 25/26
Concept: Monthly concepts
Executions: Stills, social first videos, set builds, retail
projects
Dream to reality
·
Dream to reality ·
OYINDA OKUNOWO
- Personal Best(ie)
Oyinda’s a grafter who’s not afraid to show her true personality. And gym girlies love her for it. She’s genuine, approachable and shares unique fitness content that motivates and inspires others all year round. She’s a Gymshark rising star and her contribution to the fitness industry is invaluable to beginners and pros alike.
Leading creative for Gymshark's Gym Girl of the Year. We captured our winners in a modern yet ethereal dreamscape, creating a "dream come true" moment that celebrated their achievements. The campaign was designed to make the strong women in our gym community feel seen, valued, and empowered, while challenging the perception of fitness culture as a predominantly male space.
I worked closely with an external set builder and Photographer to help bring my Art direction and concept to life.
ELENA STAVINOHA
- One to watch
Elena is a beacon of positivity to the gym girl community. She shares an honest fitness journey, which is relatable and engaging to her community, and she does it all with a great energy and big smile on her face.
Diana keeps it real by showing her successes as well as her failures. Her goal is to help women boost their confidence and overcome obsessive thoughts by providing unique training and healthy eating habits.
DIANA CONFORTI
- Girl Gains
GK Barry
- Fan Fave
GK is our Fan Fave winner, and it’s not hard to see why. She’s super funny, a proper girl’s girl and always keeps it real. We’re obsessed with her podcast (almost as much as she is). She’s engaging, entertaining and motivates us to move, even when we’re not in the mood.
From scamp
SYDNEY CASSIDY
- Hype Girl
Sydney is everyone’s gym bestie. She helps girlies to overcome gym anxiety and shows the positive mental impact fitness can have, by sharing the good days and the bad.
SOCIAL TEASER:
The award:
To final product
Into design
The art of softness
·
The art of softness ·
Still life: soft ‘scoop’
Sensory marketing to make the softness of the collection feel tangible through creative, immersing customers in the world of the studio girl where performance and off-duty style seamlessly coexist.
Still life: elevated flatlays
Video: split screen lookbook
Campaign stills:
Sensory social posts:
video: macro video
prop process work:
Video: Soft and strong
adapt fleck x whitney
·
adapt fleck x whitney ·
social: Whitney’s stamp of approval
WhIT Girl.
IT is in the name.
You can’t spell Whitney without the IT.
Concept and art direction for Whitney x adapt fleck campaign.
Helping women everywhere feel like an ‘it girl’ in and out the gym by combining the gym world with fashion forward looks.
Campaign stills:
social First video:
Calm amongst chaos
·
Calm amongst chaos ·
social: Busy girls, take note
Leading creative for the WS minimal leggings campaign. Delivered social first assets that positioned Whitney leggings as the effortless, easy choice for busy women balancing packed schedules and active lifestyles.
Campaign video:
SOCIal first video:
ecom:
Campaign stills:
seasonal and best sellers
·
seasonal and best sellers ·
Led creative direction for Seasonal and Best Sellers campaigns across 2025/26, developing monthly concepts, directing shoots, and overseeing creative delivery from the brief kick off, through to final assets, ensuring a cohesive social first approach across channels. Described as the ‘bread and butter’ of the business, these assets appear everywhere from in store, to social media, to the website.
stills
video
Still life
