THE STRENGTH ISSUE
Aveeno x TOGETHXR — The Strength Issue
Role: Art Director
Type: Physical and Digital Zine, Photo & Video, Experiential, DOOH, Social
Client: Aveeno
Location: New York, NY
What if women athletes could redefine how their strength is seen—and how their stories are told?
Women's sports were reaching new heights, but media coverage continued to place disproportionate emphasis on appearance over achievement. Strength is more than physical power. It's mental, emotional, and deeply personal—and it deserves to be represented with the same depth as the athletes themselves.
Aveeno and TOGETHXR created The Strength Issue, an original editorial platform designed to give women athletes greater agency over how they're represented in media. Featuring Misty Copeland, Cameron Brink, Ali Truwit, and Sophia Wilson, the issue explored strength through recovery, reinvention, motherhood, and elite performance. Portraits by Kanya Iwana and in-depth features by MJ Acosta and Hunter Harris brought these stories to life through a digital zine, limited-edition print, and a broader campaign ecosystem.
The Strength Issue was designed to live far beyond the page. We built an integrated campaign that brought the editorial platform to audiences across owned, earned, paid, and influencer channels.
Editorial & Photography
A digital zine hosted on TOGETHXR's website paired original portraits with four athlete features, a guest editor's forward, and a note from Aveeno's U.S. commercial leadership. A limited run of 500 print copies gave the project a tangible, collectible format.
Launch Experience: A New York City launch event brought the partnership and its featured talent together, creating an in-person moment for the issue and supporting earned media opportunities.
Social & Video: A series of 18 video and social deliverables extended the stories across Instagram, TikTok, and YouTube. The rollout included a hero launch video, athlete announcement videos, editorial carousels, behind-the-scenes content, product-routine videos, and long-form talent interviews.
Influencer & Paid Media: The campaign expanded through influencer partnerships and paid media, including digital out-of-home placements in Times Square. TOGETHXR and Aveeno's owned channels, retailer touchpoints, talent platforms, PR teams, and creator partners worked together to extend the reach of the campaign.
Art Direction
I helped shape the visual expression of the partnership, bringing Aveeno's brand objectives together with TOGETHXR's editorial voice and creative identity. I led the design team and worked closely with a designer to develop the physical edition of The Strength Issue, establishing the visual foundation that carried through the broader campaign.
From the digital editorial experience and website, to OOH, social graphics, and campaign creative, I translated the publication's visual language across platforms, designing a cohesive system that connected the editorial storytelling with the campaign's larger brand objectives.
Impact
12.3B — Potential Reach
+1,900% versus campaign goal
102.3M — Content Views
+215% versus campaign goal
+27 PPT — Online Share of Voice
Outpaced CeraVe, Cetaphil, and Eucerin
10% — Retail Sales Lift
Amazon and Walmart, compared with the pre-campaign baseline
Additional results included 1,200 campaign mentions, 140% above goal, and coverage in Sports Illustrated, People, Essence, Women's Wear Daily, Campaign, and E! News. The campaign also drove increases in retailer product-page views and brand-store traffic, connecting cultural relevance with consideration and trial.
Explore the full creative and digital zine: TheStrengthIssue.com
The Team:
Editorial Creative: Hope Barker, Jessica Chermayeff, Tanya Cuadra, Kati Fernandez, Christina Ives, Kayla Manion, Kenz McGuire, Katie Rietzke, Lauren Tolila
Brand Creative & Partnership: Jenni Evora, Leigh Harmon, Kirsten Hurley, Erica Lippitt, Colleen McTaggart, Traci Medrano, Kira Nielsen, Carlye Palmadesso, Nicole Shap, Cameron Shields, Camilla Seawright
Art Direction & Design: Anthony Bryant, Hayley Lane, Sarah Nguyen
Image Direction & Production: Michael Quinn & The Morrison Group
Stylist: Juliann McCandless
Set Designer: Lucy Holt