09
2022
Gen Z is redefining fitness on their own terms, shifting away from traditional ideals. The campaign repositioned Beats Fit Pro as a product for anyone who moves—not just athletes.
A custom “Lock In Work Out” wordmark captured this energy through clean, movement-inspired typography, applied across seeding kits and campaign assets.
The film took a more minimal approach, letting the product lead, while intro and end cards integrated the lockup to maintain a sense of momentum and motion.
Anomaly LA
Role:
Associate Design Director