Own Your Edge
01
FRE
2025
The “Own Your Edge” campaign introduced FRE’s new brand identity through an intimate look at an athlete’s lifestyle. We approached the project by focusing on real moments, building the story around Justin’s routine and inner dialogue—the discipline, preparation, and recovery that defines his day-to-day life.
Instead of forcing the product into training scenes, we shaped the film around what felt natural and credible, guided by an understanding of the athlete, the audience, and the brand’s constraints.
Every decision—from product placement to how the story was paced—was made to feel earned.
The advertising campaign spanned social media platforms, YouTube and CTV.
Client:
FRE
Date:
2025
Role:
