THE CHALLENGE
My client wanted a way for Special Olympics athletes to stay fit year round, even when they weren’t training. When we learned that Special Olympics had a relationship with the WWE, the answer was clear—create a series of exercise videos with all the fun and interactivity of a WWE wrestling match. The School of Strength starring Becky Lynch was born. I led the creative direction and served as on-set director.
BRANDING
We ideated the name to make it clear that “The School of Strength” was a destination where athletes could come back to to keep learning. The bold, strong branding reflects how we want athletes to feel after following the program.
TOOLKITS
Playing off the design of school materials, we carried the theme through to toolkits that gave coaches, caregivers and athletes even more tips and tools for establishing a regular fitness routine.
THE WEBSITE
At the site, in addition to the videos, athletes can find bonus exercises and nutrition tips to help them get and stay fit.
THE RESULTS
The School of Strength was a huge success. The videos were featured on high-profile news outlets including the Today Show, USA Today and the Washington Post. The program was an immediate hit with athletes and caregivers.