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Campaign/2017–2018

Boody Active

Campaign StrategyArt DirectionPhotographyFilm ProductionLanding PageInfluencer ProgramValue-Prop System
Boody Active.

Boody Eco-Wear

Boody Active.

A performance line from a brand built on softness. We ran the launch as a full campaign: photoshoot, launch film, landing page, creator program. The brief was to make Active feel like the next thing in Boody, not a new brand.

Campaign StrategyArt DirectionPhotographyFilmLandingCreator Program
Performance, without the performance-wear voice.

Performance, without the performance-wear voice.

Active had to carry two registers at once: a real performance story (stretch, breathability, thermoregulation, odor resistance) and the softness story the parent brand already owned.

The shorthand on the creative brief was soft where it counts. Do the feature-spec communication the category demands. Do not lose the Boody voice in the process.

What you see below is how we handled that: a dedicated photoshoot, the launch film and cutdown library, the landing page value props, and a macro-tier creator program designed around launch week.

Soft where it counts.

Active launch line, 2018

01Photoshoot

Shoot · Boody Active

Worn, moving, and cleanly framed.

1

Dedicated Active production

On locationStudioFull lineEditorial + product
Active leggings. Hero
Hero · 01
Active top. Detail
Detail · 02
Active tank. Detail
Detail · 03

Direction · Workhorse Studio

Boody Active — 1
Boody Active — 2
Boody Active — 3
Boody Active — 1
Boody Active — 2
Boody Active — 3
02Film

Film · Production

One launch film. A library of cutdowns.

The feature film anchored launch day. Around it we produced an edit library for social, email, and paid: same shoot, same cast, different runtimes.

Boody Active · Launch film · 2018

On-court · Cut
01

On-court · Cut

0:45

Yoga · Spot
02

Yoga · Spot

0:20

Social · Cut
03

Social · Cut

0:30

Launch film. Stills above are cutdown markers. Source files for the additional cuts to be re-attached.

03Landing

Four features. One softness claim.

The landing page was organized around the four category features Active had to hit to compete: 4-way stretch, breathable, odor resistant, thermoregulating. Each one rendered as its own editorial tile with the product frame alongside the spec.

The page closed on the full line preview and a single shop-the-collection CTA.

Boody Active — 1
Boody Active — 2
Boody Active — 3
Boody Active — 4
Boody Active
04Creator program

Launch week · Creator wall

The launch-week roster.

The Active launch ran on a macro-tier creator program with a narrow guardrail: in-motion content, fabric moving, no competing performance-wear in frame.

Micro-tier creators picked up the story after launch to carry it into the always-on content cadence.

Launch weekMacro-led30-day exclusivityIn-motion only
@macro.004
macro

@macro.004

Takeover · Launch

@macro.012
macro

@macro.012

Exclusive · Launch

@macro.009
macro

@macro.009

Takeover · Day one

@macro.004
macro

@macro.004

Exclusive · Active

@micro.012
micro

@micro.012

Content · Post-launch

@micro.019
micro

@micro.019

Content · Post-launch

@micro.031
micro

@micro.031

Content · Values

@micro.052
micro

@micro.052

Content · Seasonal

Brief · Specimen

The brief carried the launch.

Macro-tier creators ran on an exclusivity-window brief with fixed language and a tight guardrail set. Below is the abridged working document.

Brief · Macro-tier launch

Internal · Workhorse

Boody Active launch · exclusive.

Own launch week. Make Active feel like the next thing in Boody, not a new brand.

Campaign type
Exclusive Partnership · Launch
Creator tier
Macro · 35K+
Audience fit
Fitness · Movement · Mindful training
Window
Launch −7 through launch +14

§ Deliverables

04 items

  • 01

    Feed post · launch day

    publish 8am EST · pinned for 72h

  • 01

    Full story takeover

    launch day · 8–12 frames

  • 01

    Reel · in-motion wear test

    posted week +1, 20–40s

  • 01

    Follow-up mention post

    week +2 · soft-sell

§ Required Language

“Boody Active. Soft where it counts.”

§ Do

  • +Shoot live. No prepped-look fakery.
  • +Show the fabric moving.
  • +Honest wear notes if asked.

§ Don’t

  • —No competing performance-wear in frame.
  • —No stylized studio setups.
  • —No exclusivity overlap. 30-day window.

Tags

#boodyUS#boodyactive#ad

Rev. 22 · Approved by Workhorse + Boody US

By the numbers · Active launch

One launch. Five surfaces. The line that carried.

Active had to do performance-category communication without leaving the Boody voice. The result was a launch that sat recognizably inside the parent system.

01 · Dedicated photoshoot

01

Full line, in-motion and studio.

02 · Film cutdowns

09

One launch anchor plus the edit library for social, email, paid.

03 · Surfaces rolled

05

Feed, landing page, email, creator, paid.

04 · Macro pin window

72h

Launch-day takeovers pinned for three days.

Production ledger

2016 – 2019

4

Features on the landing

4-way stretch, breathable, odor resistant, thermoregulating.

30d

Creator exclusivity window

Macro-tier launch partners.

1 line

Voice across surfaces

Soft where it counts.

Creator counts and impressions fold into the four-year Boody partnership total. See the Boody hub for aggregates.

The broader partnership

Boody · Four years.

Active was one chapter in the four-year Boody engagement: positioning, content, email, influencer, and the website. That case is the hub.

Boody partnership

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