Strengthen your online presence, was the overarching theme of the 2012 SEMA Online Marketing Conference. From a team brainstorming session, ideas like CrossFit, boot camp, general competition and training became the front runners for a conceptual direction. With this approach in mind, I developed “Shape Up!”. I felt that this idea accurately represented our collective thoughts and also served as a strong call to action. From an
aesthetic standpoint, it lent itself well to fun and interesting visuals like the megaphone, the whiteboard technique (often used in training programs) and unconventional exercise photos.
Overall, I felt that the campaign achieved its goals by parting ways with tradition and infusing fun with function.