BEYOND THE STUDIO
2023 | SERVICES: TREATMENT DECK BRIEF, INITIAL SCRIPT, EMAIL MARKETING, CONTENT STRATEGY & GRAPHICS
BAHE is an Australian yoga and pilates brand focused on creating timeless, well-designed products that enhance their customers’ everyday practice. In 2023, the brand expanded into apparel, launching their first collection inspired by Australian nature and highlighting their innovative TDRY fabric. I was tasked with creating a treatment deck brief for a campaign video, which was pitched to WeDid Creative Video Productions to bring to life.
What’s working, how can we stand out?
To understand what was working in the market, I researched BAHE’s direct competitors and analyzed their campaign videos. Using insights from this research and the BAHE brand deck, I created a research deck showcasing a curated range of campaign videos from each competitor. This was presented to the marketing and design teams in our initial brainstorming session. After discussing our options, we decided to focus the story on showcasing the collection as pieces that seamlessly fit into the BAHE consumer’s lifestyle, alongside their hard goods. The concept was to illustrate this connection through a “one take” with smooth transitions between work, studio time, and social events—showing that BAHE apparel is with you through it all.
THE RESULT
Building from the initial brief, WeDid Creative delivered the final script, treatment deck, and campaign video. Since the launch, the video has become one of the main drivers behind BAHE’s brand growth.
A curated Social Feed & Email Marketing
In addition to the treatment deck, I was responsible for curating BAHE’s social media feed to reflect the new campaign. The feed was designed to feel elevated while showcasing the new collection. I used the collection color-ways to transition between styles of apparel, creating a cohesive look that would blend with UGC content. The email marketing aesthetic was also updated to align with the refreshed social media presence, ensuring consistency across all platforms.
CREDITS: MATTIA BIANCHI (DESIGN TEAM LEAD), DIEGO SEPULVEDA (SENIOR GRAPHIC DESIGNER), ANGELA BLUNT (MARKETING MANAGER), & WE DID VIDEO PRODUCTIONS (CAMPAIGN VIDEO + PHOTOGRAPHY)