OMORPHO
OMORPHO’s revolutionary micro-weighted sportswear fuels your pursuit of progress, and while they were excelling in the men’s fitness market, they wanted to tap into another audience: women. The problem was that many didn’t know or fully understand the benefits of micro-loading, or OMORPHO’s newest innovation.
We were tasked with educating women on the benefits of micro-resistance, showing them the new G-Vest+ colorways, and making the vest part of their everyday workout gear as something that is not only fashionable, but functional.
WHAT WE DID
Strategy
Creative Concepting
Brand Identity/Book
Photo & Video Production
Social Media
Website
Our strategy began with the GET, TO, BY structure. Get hustling millennial women to develop an emotional connection with OMORPHO by creating inspiring, informative, productivity-based content that draws her into the community and equips her to make micro-improvements for macro-results.
Insights from surveys and research taught us that this target demographic wanted to feel capable, independent, seen, understood, and most importantly—strong.
STRATEGY
Informative content that explains micro-loading, the science and health benefits of the G-Vest+, and relevant health and fitness hacks
Workouts, tutorials, and in-person community events hosted by OMORPHO, influencers, and ambassadors
Empowering content through the lens of relatable influencers and ambassadors that encourages genuine conversations
CREATIVE CONCEPTING FOR SUMMER
Women today are under pressure to have it all and be everything to everyone— and it’s important they show up each day as their strongest, healthiest selves. But when calendars fill up and other priorities take over, see-care often takes a back seat. The Sweat Smarter campaign uses inspiring stories of real women to position the G-Vest+ as the ultimate hack to maximizer her workouts and daily routine through micro-improvements and habit-stacking.
The approach consisted of 5 women, challenges, approaches to fitness, and definitions of strength to showcase each vest color way. The Fit Five was our UGC-focused, community-building influencer roster, based on several fitness archetypes that would resonate tight the audience: the runner, the fit girl, the walker, the toned girl, and the dancer.
GABRIELLE NELSON
JENNIFER
JACOBS
THE RUNNER
THE FIT GIRL
KADY
LONE
AMBER
FLOWERS
THE WALKER
THE TONED GIRL
TATYANA
JOHNSON
THE DANCER
FOLLOW ME
STRONG GIRL TALK
HOT TIPS
STRONG GIRL WALK
PHOTO & VIDEO PRODUCTION FOR SUMMER
Photography was primarily scenario-based imagery focused on movement, vest details, and how the product accommodated the beauty of a woman’s curves. The color palette was bright, complementing the colorways, but grounded with some more neutral accents.
We also shot a montage video for the campaign kick off and snippets of each woman’s respective activity to share on the brand’s Instagram.
ORGANIC SOCIAL
This was an influencer-led campaign that relied heavily on self capture. We capitalized on TikTok fitness trends and bite-sized content from brand ambassadors and influencers, including Strong Girl Talk (based on the Hot Girl Walk), workout hacks, GRWM, and content focused on their personal wellness journeys. For carousel posts, we also shared introductions for the Fit Five, detailing a little about each woman.
For product superiority, we captured the beauty and function of the vest with macro-shots and slow motion movement, showing how it was built specifically to fit her curves.
CREATIVE CONCEPTING FOR HOLIDAY
The success of the initial campaign did so well that people began to ask if OMORPHO made vests for men, too. As we transitioned to fall, we were asked to create a holiday campaign that would inspire both men and women to keep up with their fitness goals during the most difficult time of year.
You can break a sweat doing almost anything— from household chores to hiking along winding trails, reaching new heights as you go. New challenges, new goals, new signs of progress.
This campaign gives you a glimpse of all the ways you can turn perspiration into motivation, because nothing beats the satisfaction of unzipping your gear and wiping the sweat from your brow after some hard work. So, for all the ways you sweat, you can Sweat Smarter in the OMORPHO weighted G-Vest+.
This content featured more fitness influencer archetypes doing various tasks: running, pull ups, using ropes, hiking, doing calisthenics, and playing basketball.
ISAIAH
“ZAY”
SEAMUS
MULLEN
PULL UPS
HIKING
HIKING
CALISTHENICS
MASON
PLUMLEE
MARLEY
SMITH
BASKETBALL
ROPES
EB
SAMUEL
DR. RIKKI
PHOTO & VIDEO PRODUCTION FOR HOLIDAY
As we moved into the holiday season, the color treatment for this iteration of the campaign felt more subtle and moody to evoke fall and winter.
Imagery focused on the action shot (mid-workout), sweat (post-workout), and beautiful product shots. Motion followed a similar narrative, comparing intense workouts to the moment of blissful satisfaction right after. Text overlays explained the product benefit in simple terms with phrases like “Same Burn. More Calories.”
