Strava: Redefining Indoor Effort
Expanding Strava’s visual world beyond road and trail and redefining it as a holistic fitness platform.

Role & Ownership
Art Director leading creative direction and on-set execution across stills and film. Owned visual language, casting alignment, location aesthetic, ensuring the work felt unmistakably Strava from concept to final delivery.

Creative Contribution
Defined how “indoor effort” lives within Strava’s outdoor-led brand world — translating their athlete-to-athlete, unfiltered codes into yoga, weights, treadmill and indoor cycle.
Built a cohesive visual system (light, texture, casting, wardrobe, energy) that felt raw, spirited, community-driven and not polished or gym-commercial.

Impact
Delivered 40 global hero images + motion suite for 2023 always-on campaigns.
Expanded perception beyond performance runners/cyclists to multi-sport athletes, positioning Strava as the home for every workout.