In my role at Les Mills, I oversee creative direction on the Adidas x Les Mills shoots, ensuring both brands are represented with authenticity, energy, and aspiration. Each shoot is unique, with a documentary style approach that combines raw movement with refined craft, showcasing both apparel and fitness.

Collaborating with our in house Les Mills team and our production agency, I help shape stills and video that connect across the campaign, with the group effect as our anchor, bringing together international talent to reflect the collective spirit of adidas and the global Les Mills community.

The art direction tells stories that feel authentic yet aspirational. We showcase athletes’ training and personal journeys, creating a visual narrative that resonates with instructors, trainers, and fitness communities. Our stills and motion content power EDMs, global campaigns, social channels, digital platforms, LM+, and other marketing assets - driving brand awareness and elevating our brand.