Client Goal:

To highlight FP Movement bra category.

Objective:

Showcase the most-demanding use case performance as well as the versatility of the product.

Lean into brand affinity with authentic movement, to/from moments of restoration, and product performance in situ.

Project Scope:

Merchandising strategy and creative support of the May 2025 “It’s Your Move” FP Movement sports bra campaign, managed and executed by Willa Creative.

• Merchandising:

  • review the bra category merchandising and presentation online (PLP, PDP, social channels)

  • outline opportunities to align creative with product design intent

  • created an internal product use-case taxonomy for inter-departmental usage

• Creative Direction Support:

  • product-use direction with alignment back to merchandising strategy

  • Multi-sport, versatile-use video treatment

  • IYKYK sport-specific social ad art direction, copy

Project management, Creative direction, Art direction, and Campaign execution by Willa Creative.