no sacrifice summer

a sculpt body

Anecdote, Creative Director

Over a span of 3 years, I collaborated closely with ASB founder Alessia to develop an impactful low-impact workout program and a thriving community, combining digital and real-world initiatives.

Some of our most impactful work yet has been the #NoSacrificeSummer campaign. Geared towards the modern, dynamic 30-year-old woman—an individual who's juggling a busy social life and a demanding career—we sought to liberate her from the shackles of guilt and restrictions

#NoSacrificeSummer
isn't just a campaign;
it's a call to action.

For the past 3 summers we have encouraged women to embrace guilt-free enjoyment.

Our approach has involved a title partnership with Genuine Health, a ‘Quickie’ workout series for busy summer schedules, a sold out ‘Crunch to Brunch’ events, and a range of digital member offerings … not to mention a series of very fun and unexpected fitness content ;)

In a wellness world saturated with restriction, #NoSacrificeSummer is a declaration of unapologetic living—a tribute to movement, taste, and connections, the essential ingredients of your best life.

With a small crew of 3, we captured Alessia over two day shoot in various locations across Southern California. From beach workouts to burgers, our goal was to showcase Alessia in a variety of fitness and lifestyle settings living her most authentic, badass and guilt-free self.

A fan of cocktails, carbs and daily movement, Alessia has become a relatable wellness figure that is breaking down fitness stereotypes, encouraging women to drop the restrictions, expectations and guilt to become the realest and healthiest versions of themselves.