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fighter's club
Killcrew
"everyone's got something to kill. what's yours?"
Regardless of education, class or financial & social status, everyone has a specific 'demon' that they need to fight. Killcrew is a fitness clothing company that launched during the 2020 pandemic in order to help with just that: whether it be depression, anxiety, ptsd, addiction or more. AS a fresh brand with the specific goal of destigmatizing mental health issues, Killcrew wanted to create a strategic brand message that would not only reflect their hardcore mentality, but also to disrupt the over-saturated online market they face.
With that in mind, I created a short, 90 second promotional spot with a concept that shows a woman physically fighting her inner demons.
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