Built to Burn
"Built to Burn" is an integrated ad campaign created for Orangetheory as part of my coursework in Ad Creativity and Copywriting. The campaign was designed to reignite excitement for in-studio workouts through bold messaging and a multi-platform strategy using social media, event activations, print media, and out of home.
Client
Orangetheory
Service Provided
Campaign Design, Copywriting, Graphic Design
The Goal
The goal was to drive new member signups by highlighting what sets Orangetheory apart. Focused on fitness-minded young adults, the campaign aimed to communicate the power of the afterburn effect and show that Orangetheory delivers real results, fast-paced structure, and expert coaching in an energizing group setting.
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The Challenge
With the rise of home fitness options, Orangetheory needed to prove that its in-person experience still offers more. The creative challenge was to grab attention while making it clear why Orangetheory is different, using motivational content, modern design, and a clear message that speaks to both performance and community.
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The Result
The final campaign delivered a consistent and compelling message across all channels. Each touchpoint, from engaging social media to real-world event ideas and bold out of home placements, worked together to reframe Orangetheory as a results-driven workout backed by science and built around people who want to feel powerful, strong, and seen.
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Presentation
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Creative Brief
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