Dani Jimenez
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C9 Champion


Target c9 Brand launch

Target redefined their C9 Champion fitness line, so for its launch campaign, we redefined "strong."

When most people think of "strong," they think of physical abilities—but strong is about inner toughness, too. And if you've got both, you're unstoppable. This powerful combo is precisely what C9 Champion stands for and celebrates. We call it A New Kind of Strong.

To show this, we featured real, inspiring athletes who embody this inner and outer strength—from a NFL player-turned-yogi, to adaptive athletes, to Fit4Mom.


*My copywriter and I created this entire campaign, but did not produce the above launch spot.

In the months leading up to this launch spot, we created several pieces of teaser content for A New Kind of Strong: