Planet Fitness

Bringing a challenger brand closer to culture.

Campaign Development · Social Strategy · Creative Direction · Partnerships · Content Production

Problem:

Keep Planet Fitness culturally relevant by creating always-on social content that supports national campaigns, strategic partnerships, and seasonal initiatives while reinforcing the Judgement Free brand.

strategy:

Developed social-first campaigns that blended strategic partnerships, creator-led storytelling, and culturally relevant content. From annual campaign planning to production and execution, every initiative reinforced Planet Fitness as more than just a gym.

IMPACT:

Led Creative development across multiple national campaigns
Directed photo and video productions
Built annual social content strategies and creative pillars
Developed integrated partnership campaigns
Produced monthly paid and organic social content across channels.

Building a social system

Every year, Planet Fitness evolved its social approach through new creative pillars that guided content across every channel. From campaign planning to execution, I helped shape the visual language, content themes, and creative consistency behind the brand’s online presence.

Brand Partnerships

Fitness meets community

Helped concept and art direct a social campaign featuring Tim McGraw that supported Big Brothers Big Sisters through exclusive merchandise and community-driven storytelling.

Tim Mcgraw

Making healthy habits feel attainable.

Developed the creative campaign, art directed production, and created social assets for a nationwide partnership connecting Planet Fitness with Factor Meals

Factor

Connecting movement beyond the gym.

Concepted and designed campaign assets celebrating the partnership between Planet Fitness and Strava while encouraging members to stay active wherever they worked out.

Strava

Celebrating inclusion through community.

Art directed a Pride campaign highlighting inclusive merchandise and reinforcing Planet Fitness’ commitment to creating welcoming spaces for everyone.

you belong

Seasonal Campaigns

Supported one of Planet Fitness’ largest annual initiatives by developing social creative that encouraged teens nationwide to stay active during summer break.