Set Active
Social Media Campaign | Product Advertisement, PhotographySet Active is making waves with its “Let’s Get Dirty” campaign, aiming to connect with a fresh audience of adventurous and gritty individuals.
Ideation
Create a new campaign for a brand tailored to a specific clientele they haven't yet targeted.
This campaign began with researching Set Active’s current audience and identifying the gaps in who they were reaching. Noticing an opportunity to connect with a more outdoors-driven, adventure-oriented demographic, I explored the aesthetics, values, and social habits of the “granola girl” community, women who embrace nature, outdoor sports, and a more rugged lifestyle. By studying how this audience engages with brands on social media and what visual language resonates with them, I developed a direction that would authentically align Set Active with their world.
Concept
Let’s Get Dirty repositions Set Active for a new audience by celebrating the grit, freedom, and spontaneity of outdoor adventure. Designed for fearless, nature-loving women, the campaign showcases the brand’s apparel in real outdoor environments, highlighting its versatility across hiking, climbing, and biking. Through bold visuals, energetic movement, and an unapologetically earthy aesthetic, Let’s Get Dirty reframes activewear as something meant to be worn, tested, and lived in.
Create a new campaign for a brand tailored to a specific clientele they haven't yet targeted.
This campaign began with researching Set Active’s current audience and identifying the gaps in who they were reaching. Noticing an opportunity to connect with a more outdoors-driven, adventure-oriented demographic, I explored the aesthetics, values, and social habits of the “granola girl” community, women who embrace nature, outdoor sports, and a more rugged lifestyle. By studying how this audience engages with brands on social media and what visual language resonates with them, I developed a direction that would authentically align Set Active with their world.
Concept
Let’s Get Dirty repositions Set Active for a new audience by celebrating the grit, freedom, and spontaneity of outdoor adventure. Designed for fearless, nature-loving women, the campaign showcases the brand’s apparel in real outdoor environments, highlighting its versatility across hiking, climbing, and biking. Through bold visuals, energetic movement, and an unapologetically earthy aesthetic, Let’s Get Dirty reframes activewear as something meant to be worn, tested, and lived in.
For the hiking photo I ventured to one of my favorite trails near State College. Outfitted my model in gear and a touch of mud, and then got down in the dirt, experimenting with different angles and poses.
For the climbing photo I started by shooting at the climbing wall on campus, but after seeing the photos alongside the hiking and biking shots, I felt it would be more cohesive outdoors. So, I headed to Donation Rock, the best spot near State College for outdoor climbing. I even did some climbing myself to get the perfect shot.
For the biking photo I drove to a mountain biking trail in State College, geared up my model, and set up on the ground to capture the perfect action shots as they flew past.