Lenus

The health coaching revolution starts here.

Created in collaboration with Pentagram as part of Lenus' rebrand, the campaign introduced a broader and more contemporary vision of online health coaching. One shaped by different backgrounds, disciplines and perspectives. From an Olympian to a marathon runner and a rising voice in the industry, the cast reflected a new wave of coaches redefining what leadership in health and wellbeing looks like.

A portrait of ambition, individuality and the people changing the future of health.

Campaign

Shot across three distinct neighbourhoods in New York, the campaign brought each coach’s story to life through film and photography. From an Olympian to a marathon runner and a rising voice in the industry, the cast reflected a new generation of coaches redefining health and wellbeing.

Impact

The campaign became part of the wider expression of the new Lenus identity across both customer-facing and internal touchpoints. The imagery was featured across the Lenus website and coaching app, as well as merchandise and large-scale displays in Lenus offices across Europe and the Americas. By grounding the rebrand in real people and individual stories, the work helped translate the new identity into a more human and recognisable expression of the Lenus community.

Role

Campaign Development - Creative Oversight - Art Direction - Casting Direction

From concept to execution, I led the development of the campaign concept, scouting and casting coaches whose stories reflected the evolving Lenus community. Working closely with Pentagram and the wider production team, I shaped the creative direction and storytelling across film and photography.