Pre-production Illustrations For An Advertising Campaign
The Bowflex brand traditionally showcased fit and flawless models in its advertising. Hard-core, no-pain-no-gain messaging was intended as aspirational for its target audience. Some customers identified with this, but others felt a disconnect. Therefore, stories that represented our customer personas and their real-life challenges were explored.
From initial story ideas, I created storyboards for new campaign concepts. I closely studied each persona's profile, then wrote full story treatments. I focused on each individual's unique challenges, then how they turn their journey into epiphany, motivation, and transformation. Afterwards, I digitally sketched each storyboard frame by hand.
The storyboard below portrays just one persona of many who embodies the struggles expressed by real customers.
"Randy" persona with stock photo inspirations for drawing the character.
My Role as Senior Designer
Concept writing
2D illustration
Design Tools
Photoshop
Timeframe
2019 Each storyboard required approximately 5 days to study the story, write the treatment, and hand-draw the final illustrations.
Randy doesn't like to exercise. He has gained some weight and deals with aches and pains from long days at work. His doctor told him to make a change. He used to be more active in his younger years and would like to get back that way. Unfortunately, going for a run wipes him out quickly.
Every day, Randy wakes up and drags himself out of bed. He doesn't feel recharged and wonders what else he could do to avoid feeling so tired.
Randy's fridge is his daily reminder to make a change. He has his gym membership card and the note from his doctor. He gets ready for work and promises himself to work out over lunch. He grabs his gym bag and heads off to work.
The day gets busy, and Randy is pulled into numerous meetings. The team goes out for lunch together, so Randy tells himself that he'll work out later. But when the workday ends, he's wiped out.
Randy sees his fridge at home and decides to place reminders of what really matter to him. He wants to get fit to be there for his kids and grandkids. He wants to be fit enough to go traveling with his wife and hike to the vistas that they've always talked about. He would love to take his dog to the next 5K event in town. He decides to get a Max Trainer with AI voice coaching so he can try exercising at home.
After getting his Max Trainer, Randy makes a routine of working out in the morning. He likes how the digital voice coach greets him every day and helps him reach his workout goal.
"All you have to do is follow along to your recommended workout. It's designed for you!" Randy likes how his AI virtual coach gauges his ability after every workout so he gets challenged every day without overdoing it. He feels like he's starting the day off right and with more energy.
Mid-day, Randy is feeling good and stops to look at his workout accomplishments in his app. After daily consistent exercise and improvements with each workout, he sees that his fitness score went up. He's also now in the top performing half of his age group. He's also happy to see personal awards he received for Longest Workout, Most Calories Burned, and more throughout his fitness journey.
RESULTS & IMPACT
The concepts garnered positive feedback and contributed to Bowflex's expansion of its brand identity. That year, a new marketing campaign called "Stronger Every Day" was launched. It represented everyday customers who deal with real-life challenges. Ad spots featured these relatable people who achieved their personal fitness through Bowflex products.
