Calia is a women’s activewear brand sold exclusively at DICK’S. Started by country music superstar Carrie Underwood, the brand lives at the intersection of beauty, music and sport.
Opinionated, Calia’s agency of record, was tasked with creating a new round of work under their existing tagline, “There’s Beauty In The Burn”, so they brought me and Chris Cavalieri on to run the entire campaign from the briefing to delivery.
One of many social cutdowns
BTS
More social content
We used real athletes, real musicians, real weights, real ropes and real instruments. Nothing was fake. The results: shaking muscles, ugly grimaces, massive blisters and an abundance of sapphic energy. Good times.
THERE’S BEAUTY IN THE BURN
Calia · Opinionated
Creative Directors
Shannon Murphy & Chris Cavalieri
Copywriter
Cristina Thorson
Art Director
Priyanka Pai, Steph Ayoob
Designer
Lau Peltzer
Executive Creative Directors + Founders
Mark Fitzloff & Rob Palmer
Account Director
Nick Larkin
Account Executive
Emma Swanson
Executive Producer
Abbie Noon
Head of Strategy
Dave Daines
Director
Tanu Muino
Production Company
UnderWonder
Editor
Carlos Font Clos
Editorial
Cabin Editorial
Colorist
Nicke
Original Music
”Barracuda” by Heart
Music Cover, Composition & Mix
Human
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