<Decathlon x freeletics Launch>
Creative Direction / Video direction / Project Management
This launch campaign marked the start of a powerful partnership between Freeletics and Decathlon—bringing together smart fitness equipment and personalized digital coaching. I led the creative vision and full production for the campaign, delivering two standout videos that introduced the collaboration to the world.
The hero piece, Coach in the Box, is a social-media-first storytelling video built around a playful and relatable concept: what if your fitness gear actually came with a real coach inside the box? As the coach transforms and adapts to the user’s needs, the video brings to life the message at the heart of the partnership—“From Gear to Guidance to Greatness.” I directed the full production of this film, from creative development to final delivery.
Brand Video
In parallel, I oversaw the creation of a high-energy brand video that pumped up the volume on the launch—celebrating the chemistry between both brands, the thrill of new gear, and the spark that keeps training consistent. While my colleague took the director’s seat on this one, I led the overall project and creative alignment—making sure the energy, message, and visuals hit just as hard as our storytelling piece. Together, the two videos formed a powerful one-two punch of function and inspiration.
