Spinning Vortex was one of Crumpler’s first female-centric collection of workout bags.

Sam (CD) briefed Andy (Brand Voice) and I to ideate a unique concept that subverted the workout / fitness status quo. The campaign was borne from an idea we had about subverting fitness rules and Instagram #fitspo quotes. ‘Eat more raw food’ became ‘roar more when you eat food’ and so on.

The campaign proposed the Vortex Diet (4 steps detailed below) and made fun of

fads’ propensity for promising unrealistic transformative properties.

The campaign required various collateral, including: website landing page, campaign launch eDM, collection page, store window decal, rock posters, printed

in-store collateral, print publication advertisement for Paper Sea Quarterly.