CLASSPASS NEW YEARS 2019

A seasonal campaign to educate and convert

The goal for the ClassPass 2019 New Years campaign was twofold:

• to inform our audience what the ClassPass product is (an app and subscription that allows users access to boutique fitness classes)

• to convert 150k people into ClassPass trialers

We planned to shoot four 20-second video spots and capture stills for email marketing and social ads.

I worked closely with our creative directors to develop and iterate on possible concepts for the campaign before settling on the final direction that showcased both the app and the class experience in a stylized split screen treatment. We worked with four fitness influencers to highlight key ClassPass value props and to expand our reach to their audiences.

I was responsible for storyboarding the videos, art direction of the set and wardrobe, directing talent on set, and working with retouchers and editors in post-production, and built many of the final static ads and emails.

We ultimately exceeded our 150k trialer goal and gained valuable insights about our most performant value props (class variety always wins!) and images (showing people in class settings vs. alone) — learnings that informed our marketing asset shoot just two months later.

Creative director: Greg Hathaway
Associate creative director: Tatiana Kuzmowycz
Art director: Delaney Lundquist
Producer: Mercedes Mimran
Photo and video: Moss Park