Ahead of the 2024 Athleta Presents Gold Over America Tour, I led the concepting and execution of a pre-tour content shoot designed to build anticipation and emotionally connect with audiences before launch. I sourced and directed a Texas-based video and photo team, we shot on location at Simone Biles’ gym and cast a group of aspiring gymnasts to ground the storytelling in authenticity and inspiration.

To ensure brand alignment and visual cohesion, I partnered directly with Athleta on wardrobe for Simone and collaborated closely with her personal hair and makeup team. The creative approach focused on capturing both Simone’s passion for the tour and behind-the-scenes energy that would resonate across social platforms.

The resulting suite of assets fueled our pre-launch campaign, generating nearly 2.5M video views and building measurable momentum leading into the tour.

Photo credit: Claire McAdams
Video credit: Blueprint Film Co, David Rivera
Editing credit: AEG, Matt Gordon