Fabletics' Varsity events are a major retail moment, and the assets in rotation were good ones that were performing well in other markets. I thought they were wrong for this audience and this environment, and I asked for budget to shoot dedicated evergreen assets instead.
We cast models who reflected the customer in age and body diversity, and shifted the tone toward how the events actually feel. The season that followed was the brand's most successful, with revenue up 54%, and the Retail Activations team credited the custom shoot as a driver.
Explaining how the Fabletics VIP membership works has been one of the hardest jobs at the company. There's enough timing and conditional logic in it that most customers never fully get it, and the brand had made a version of this video many times before this one.
The brief was comprehension rather than persuasion. We built it around the sequence a member actually lives month to month, kept the language close to what customer service says on the phone, and cut anything that introduced a caveat without adding clarity.
The other constraint was tone. Our mission statement ends with "and we're F'ing fun too," which is easy to honor on a campaign and much harder while walking someone through billing dates. We made it playful and genuinely funny anyway, which mattered more than it sounds — the usual failure with an explainer is that people stop watching partway through. This version and its cutdowns have outperformed every previous attempt, and it's the one running on the membership page today.
Fabletics FIT lived inside the app, so the social content had one job, which was giving someone a reason to open it. These were short hooks built for a feed — a trainer, a movement, a few seconds of a class — made to send people back into the platform to take the workout.
They also had to be an honest preview of what was inside, because someone who opens the app expecting one thing and finds another doesn't come back. I cast and directed the trainers and creators who fronted them, and built the team producing them on a weekly schedule of video editors, designers and copywriters.
VIP Membership 101 is the TLDR version, cut down for the attention span the platform actually gives you. Someone who lands on the membership page has already gone looking for answers, and these had to do the same job for a person scrolling past with no such intention.
We broke it into single ideas that stand on their own — what a credit is, what skipping does, what happens on the 6th — so each piece works by itself rather than as a trimmed-down version of the whole. The set currently lives as a highlight on the main Fabletics Instagram.
