Boody Active was the first performance line from a brand built on softness, and the launch had to make it read as the next thing in Boody. Workhorse ran the whole of it: a photoshoot for the line alone, the launch film and the shorter cuts pulled from it, the landing page with its reasons to buy, and a roster of large creator accounts who carried opening week.
Active had to say two things at once: the performance claims the aisle expects (stretch, breathability, thermoregulation, odor resistance) and the softness the parent brand already owned.
The shorthand on the creative brief was soft where it counts, meaning make the feature claims the category demands without losing the Boody voice while you do it.
Below is how that came out: the photoshoot, the launch film and its shorter cuts, the four features on the landing page, and the creator roster built around opening week.
Soft where it counts.
Active launch line, 2018
Shoot · Boody Active · San Diego
1
Production for the Active line
Direction · Workhorse Studio
Film · Production
The full film carried launch day, and around it we cut shorter edits for social, email, and paid from the same footage and the same cast.
Boody Active · Launch film · 2018
Launch · Square cut
0:15
Bondi Beach · Facebook loop
0:21
On-court · Social cut
0:10
The landing page was built around the four claims Active had to make to compete in the aisle: 4-way stretch, sweat wicking and breathable, odor-resistant, thermo-regulating. Each one got a card with a line icon and the claim set under it, drawn in the Active teal. They ran as a set, so the page read as a spec sheet a reader could scan in one pass.
Under the claims we put technical line drawings of each garment, the leggings, the socks, the sports bra, the tank, on flat teal. Line art rather than another photograph, because at that point in the page the reader wants the shape of the thing and not the mood of it. The page closed on a first look at the full line and one button to shop.
Launch week · Creator wall
The launch ran on large creator accounts working inside a narrow rule: shoot in motion, show the fabric moving, and keep competing activewear out of the frame.
Smaller accounts picked the story up afterward and carried it into the everyday feed.
Takeover · Launch
Exclusive · Launch
Takeover · Day one
Exclusive · Active
Content · Post-launch
Content · Post-launch
Content · Values
Content · Seasonal
Brief · Specimen
The large accounts worked from one brief: a fixed exclusivity window, wording they had to use, and a short list of rules. Below is the working document, shortened.
Brief · Macro-tier launch
Internal · Workhorse
Own launch week, and make Active read as the next thing in Boody.
§ Deliverables
04 items
Feed post · launch day
publish 8am EST · pinned for 72h
Full story takeover
launch day · 8–12 frames
Reel · in-motion wear test
posted week +1, 20–40s
Follow-up mention post
week +2 · soft-sell
§ Required Language
“Boody Active. Soft where it counts.”
§ Do
§ Don’t
By the numbers · Active launch
Active made the claims its category demands while still sounding like Boody, and the launch read as part of the parent brand rather than a departure from it.
01 · Dedicated photoshoot
Full line, in-motion and studio.
02 · Edits cut
The launch film plus the shorter versions for social, email, and paid.
03 · Channels rolled
Feed, landing page, email, creator, paid.
04 · Pinned post window
Launch-day takeovers stayed pinned for three days.
Production ledger
2016 – 2019
Features on the landing
4-way stretch, breathable, odor resistant, thermoregulating.
Creator exclusivity window
For the large accounts who launched the line.
One voice, five channels
Soft where it counts.
Creator counts and impressions fold into the four-year Boody partnership total. See the Boody hub for aggregates.
