Kate Hudson 2015
Together with fashion photographer Benny Horne we wanted to have the genuine Kate Hudson – smiling, playful, beautiful and somewhat messy. We wanted it to be about the clothing and about her smile and not focus too much on environment and props. She loves the sun and the beach so we kept it very California- beachy.
She was thrilled with the shots and they performed very well for Fabletics.
Photographer : Benny Horne
With January as a big month in athletic wear, Fabletics' "Live Your Passion" campaign introduced the brand as a more hardcore athletic brand. The campaign covered digital, print, retail, catalog and TV and social media and stretched through quarter 1with January/sweat, February/Stretch and March (a notorious festival month) as Be Free.
Photographer : Mark Andrews
Together with NY based graffiti artist Stash, Fabletics launched a collection of graffiti print bras and leggings. With downtown LA as our art meets athlete setting, we photographed the models wearing the art inspired product which sold out in one day.
Photographers : Anais and Dax
When introducing the new category of swimwear for Fabletics, we traveled to TULUM with a skeleton crew and shot a TV commercial and catalog as well as all the digital and retail properties for the launch. The category did extremely well and sold out in less than a week. TV commercial was shot for under $15,000.
Photographer : Mark Andrew
A collaboration between Elle magazine and Fabletics showcasing athletic wear styled with street clothes. To separate Fabletics from the other athletic wear company and highlight the fashion elements Fabletics offers, FLY became a category of pieces to be worn in and out of the gym much like we were seeing on the streets of the most fashion forward cities.
Photographer : Anais and Dax
We worked with celebrity photographer Nino Munez to portray Kate in a more esoteric way. She swings on an oversized swing, she dances and for the first time, she wears street clothing (this was the first introduction of true athleisure).
Assets were used in retail, digital (together with a video) TV, catalog and editorial.
Photographer : Nino Munez
For Kate Hudson TV commercials we concepted the spots internally. I budgeted roughly 2 commercials per year with a full crew and 4 commercials with a skeleton crew to shoot behind the scenes at photoshoots. The BTS spots always were are better performer - the more authentic we could shoot Kate the better it worked.
We were lucky enough to work with cinematographer Phedon Papamichael of "Nebraska, "This is 40", "Monuments Men", "Descendants" and "Sideways" to name a few. He mastered capturing Kate in such a variety of ways - particularly in the spot "Maximum Kate".
Together with photographer Max Abadian we shot one of my favorite stories "making moves" - this was the first time for Fabletics we shot a large editorial story indoors with more of a high fashion crew and model. For the catalog we A/B tested using Kate Hudson on the cover vs a model. I love using model Tova Thomas because she has such a beautiful blend of being athletic and high fashion.
I am obsessed with interesting walls. For the fall piece I didn't want to do a traditional fall inspired piece on the street with leaves and rain or any kind of environment. I just wanted an interesting wall that would make the product stand out. I find that with shoes and accessories in particular, the less distractions the better. This brick wall was a perfect backdrop -the color, the simplicity. This was shot for roughly $10k.
We had $15,000 to shoot part of a catalog, a video and a Lookbook for July. Shot in April, the water was still quite cold so we needed a model who was a bit of a daredevil to get in, surf, paddle board and jump in the waves.
For Paige Denim, the owner wanted to re-brand Paige denim as the denim competition was soaring at that point. I connected the #liveinit campaign and she was thrilled with it. Three spots were shot for under $75k and the campaign lived in retail, print and digital.
In addition to producing Kate Hudson spots Fabletics produced numerous TV spots without the celeb. Kale was the introductory spot that was shot for less than $50k. The spots "see through" and "they're black" were shot inside our own studios with the intention of making fun of Lululemon. Finally, the TULUM spot was shot on location while shooting the summer catalog and for less than $10k. I desperately wanted to spend most of the money on music as I felt it was a very important part of the spot.
For the launch of Fabletics' men's line, FL2, I decided to introduce the brand featuring some real athlete/models to establish the brand as a true athletic line that would compete with Lululemon, Nike and Under Armour.
As it evolved we added some more style elements into it - we began using real models and shooting real campaigns just like we did for the women's brand. Later we went back to our roots and worked with Olympian Will Claye who designed an Olympics collection for the brand.
Together with Olympic long-jumper Will Claye, it was FL2’s mission to establish the brand as a stylish, fashion forward brand for real athletes.
Will Claye has been touted the “golden boy” of the 2016 Brazil Olympics. In addition to being a top athlete he is also a fashion designer and philanthropist.
We lit up Times Square with a .30 spot featuring Kate Hudson. We added quite a bit of “fireworks type” graphics and we drew quite the crowd. Lots of people gathered around to view the spot.
The spot played for a month several times a day and each time it did we saw a spike of interested people coming from their phones to check out Fabletics for the first time.
In my opinion it is crucial when talking about a product to feature the way it moves. That's why when we launched our first bra guide we made the video the top priority and had descriptions of the bra on the product pages. I also thought it was important to note what types of activities the bra was right for. The photo shoot and video were produced for under $20k.
We used one of our favorite LA models, Taylor Rose who brings an approachable yet aspirational look. It was the first time we were not just shooting one category (shoes) but also apparel and accessories. The bags shown became some of Sole Society's core items.
For our first ever Sole Society gift guide we did a newspaper size style guide that provided tips on how to dress for each occasion, gift ideas for everyone on your list and survival tips to make it through the holidays. It was such a fun piece to work on and a piece customers loved to take in the store as well.