FOREVER 21
GET ACTIVE
→ VIDEO SERIES concept & development
→ CREATIVE DIRECTION
→ copy & messaging
For the launch of Forever 21’s new Activewear line, I created a 3-part docu-style video series celebrating real women living active, empowered lives. Featuring a ninja/martial artist, a cyclist, and a Pilates studio owner, the series explored their personal journeys with wellness, movement, and self-expression — blending authentic storytelling with cross-channel content for social, newsletters, and in-store marketing.
The Challenge
Forever 21’s new Activewear launch needed more than standard product promotion — the brand wanted to inspire customers to embrace wellness and an active lifestyle while feeling authentic and relatable. The challenge was to craft content that went beyond glossy visuals and marketing clichés, highlighting real women living active, empowered lives across different forms of movement.
The Impact
The campaign positioned Forever 21 Activewear as more than apparel — it became a platform for real women and real stories of wellness, strength, and personal empowerment. By blending editorial storytelling with authentic voices, the content resonated with the audience, driving engagement across social channels, encouraging participation in active lifestyles, and reinforcing Forever 21’s commitment to inclusivity and relatable inspiration.
The Solution
I developed and produced a 3-part docu-style video series featuring three inspiring women: a ninja/martial artist, a cyclist, and a Pilates studio owner. Each shared her personal journey with fitness and wellness, giving viewers an honest, empowering look at what it means to make movement a lifestyle.
I led creative direction and production across all channels, from concept and scripting to on-set direction, styling, and visual storytelling. The series included an on-camera interview with top model Shanina Shaik, newsletters, and cross-channel integration, including social and original copy for in-store and online marketing assets.
Client: Forever 21
Creative Content Director: Danielle Robles
Video Director: Mitch Lemos