Beachbody | 2B Mindset Weight Loss Program
Beachbody teamed up with nutrition expert Ilana Muhlstein to develop a program that helps people change the way they think about food for lasting weight loss results. This strategy—unprecedented for Beachbody’s primarily fitness-first business approach—paid off. It became the second largest Beachbody Network launch to date, generating $24MM in sales in 8 months and successfully attracting new, nutrition-first customers.
Role: Associate Creative Director | Oversaw the product launch, which included art directing photo shoots, developing a range of printed collateral materials and integrated digital assets distributed across several digital platforms such as e-commerce websites, blog and social media postings.
Print Collateral | Art directed and oversaw the design through production of recipe book, tracking and planning tools.
Websites and Social Media | Art directed websites, social media and blog posts leading up to product launch.