Mizuno x Ronda Rousey
For the launch of the Mizuno x Ronda Rousey Training Collection, Primal Instincts was Mizuno's concept behind the apparel design to increase brand recognition and credibility within the training gear category. I worked closely with the Training Marketing team — they built the concept and copy while I led the creative direction for this high-impact photography and video campaign. As the Creative Design Lead for Mizuno, I was the sole creative lead for the company's USA branch.
This was my second time working with Ronda Rousey, and I wanted to captivate her power and the strength that she pulls in the room. I built a creative direction, shot list, and briefed both the photographer and videographer, working with two distinct production houses, Lucian McAfee with Allies & Company and Stept Studios.
The challenge, however, came from the pandemic. I did not travel to be at the shoot, but I worked virtually with McAfee on the pre-production location selection, and was connected virtually to provide immediate photography feedback on-set. However, video was harder to connect, and I was only able to review the video in post production.
I led the video review and feedback direction, specifically flagging missing logo shots in the video, and working closely with the Mizuno marketing team to approve everything. Stept Studios came in as a strong partner, solving the problem and shooting the missing shots for the final video edit — creating a series of compelling branded videos.
I continued the work and stepped into the graphic design role of this campaign. I self directed and designed the final deliverables for the go to market landing page, creating the layout and design elements for the launch.
My Role:
Creative Direction, Shot list, Location review and selection
Remote on-set photo direction, Photo selection, and Video review
Graphic Design — Landing Page design and other go to market assets
Photography: Lucian McAfee, Allies & Company
Video: Stept Studios
Banner Ads
Product Display Page
