Les Mills set out to reimagine SmartStep, evolving it from its previous iteration into a seamless experience with new integrated risers for quick, hassle-free setup and a sleek, all-in-one compact design that fits anywhere. I led the full creative strategy and photoshoot, shaping a visual language that brought the product to life, from high-contrast visuals and dynamic typography to immersive motion.

Working closely with our in-house creative team, we captured SmartStep in action - powerful, authentic, progressive - providing the foundation for design across digital platforms. I translated this direction into a consistent, evolved brand ecosystem that communicated performance benefits with boldness and clarity, inspiring both movers and club owners alike.