+ Art Direction
+ AI Photography and Videography
+ Digital Campaign
+ Motion Graphics
Campaign system and content direction for Facegym’s collaboration with Nike’s Moonshot NYC training programme.
Overview
A high-stakes campaign for Facegym’s partnership with Moonshot NYC and Nike, where I led creative and art direction to develop a modular campaign system, motion & static assets, and digital rollout. The goal was to create a dynamic visual language that supported athlete mindset, urban performance and Facegym’s bold brand identity.
Challenge
Facegym needed to stand out within the broader Moonshot NYC narrative — leveraging the partnership with Nike but maintaining its own identity. The campaign had to speak to athletes, urban runners and Facegym’s existing audience while seamlessly interfacing with an elite training programme.
Approach & Process
Developed concept direction blending athlete performance cues, street-urban overtones and Facegym brand tone
Designed a comprehensive asset suite: teaser, countdown, event day visuals, athlete stories, print brochure
Built visuals to integrate across print, digital, motion and social — ensuring consistent expression
Managed execution of templated assets allowing rapid local adaptation while maintaining global cohesion
Outcome
Delivered the full campaign ecosystem supporting Facegym’s Moonshot NYC presence — from teaser to event day and athlete follow-up content. The materials successfully reinforced Facegym’s brand positioning in the training space, elevated its presence alongside Nike and provided a scalable asset library for future activations.
Impact & Reflection
This work proved how a partnership platform can be leveraged to expand a niche brand’s identity. By creating a campaign system tailored for Facegym — rather than simply branding within a larger umbrella — the brand maintained its edge, built stronger recognition and created a foundation for future performance-led activations.