Athleta
(Student Work)
This pitch is designed to show case the variety of activities women can participate in wearing Athleta active wear. Founded by women athletes, this brand embodies limitless potential as seen in their tagline ‘The Power of She’. The creative personifies the action of the sportswomen and keeps the viewers eye engaged as it transitions from live action to animation.
The Brand
Athleta designs diverse, premium clothing that combines performance and technical
features for active and adventurous women and girls. They make apparel for a
variety of athletics, from running and hiking to swimming and yoga.
Founded in 1998 by women athletes, they are now proud pioneers that recognize
women in the industry that thrives to give women more choices to find athletic
apparel that fit right and work for their bodies and needs.
Mission Statement - To ignite a community of healthy, confident women and
girls who empower each other to realize their limitless potential.
The Rebrand
To ask is to create a concept pitch for a 30 second OLV spot using
motion graphics and animation, inspired by Harriet Tubman’s quote
This concept showcases the essence of the brand while playing with specific
words from Tubman’s quote that highlight its personality. The tone will be inclusive
and empowering which helps achieve the brands tagline of the ‘Power of She’.
“Every great dream begins with a dreamer. Always remember,
you have within you the strength, the patience, and the passion
to reach for the stars to change the world.”
-Harriet Tubman
Moodboard
The appeal of the transition from footage to animated rotoscope art is to engage the viewers eye to follow the motion of the athlete. It takes the audience in a journey as though they are diving into the action themselves. The animated character could be said to embody the customer that wears Athleta and portrays the flexibility and choice of apparel, may it be fabric, size or sport.
