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 a series of films and stills. Rather than presenting a singular idea of success, the work celebrated different paths, audiences and approaches to wellbeing. The result was a launch campaign that transformed an abstract rebrand into a cast of people audiences could recognise, relate to and aspire to.
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.