Role

I led art direction and creative development for Tonal’s ‘Strength Made Me’ campaign, optimized for social media. Using mood boards, storyboards, and creative strategy, I directed creative across social platforms.

 

Insight

Women have historically been taught to measure strength by appearance, output, or someone else’s definition of capability. For modern female athletes and leaders, however, physical strength is more than a cosmetic byproduct—it’s a catalyst. The discipline built through resistance training shapes how they lead, compete, and persevere through adversity in their professional lives.

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Idea

‘Strength Made Me’ features athletes who use Tonal and shows how it fits seamlessly into their lives. The campaign gives female athletes a platform to define strength on their own terms, showing how physical power not only improved their athletic performance but also helped shape the leaders, innovators, and champions they are today.