January is an important month for fitness.

On New Year’s Day, the whole world looks inward and resets with new resolutions, challenges, and goals. And more often than not, these resolutions revolve around fitness. For that reason, ClassPass wanted to capitalize on the spike in gym and studio memberships that seem to always occur around this time of year. So I collaborated with a team of designers, creative directors, photographers, and videographers to create a New Year’s campaign that highlighted accessibility and diversity.

Fitness for every routine.

ClassPass works for everyone, no matter your fitness level, interests, or schedule. To illustrate this, we used four different influencers in the fitness space who each highlighted a different use case for the fitness app.

We filmed a series of short videos based on how each influencer would use ClassPass, ranging from last-minute classes squeezed into Hannah Bronfman’s busy schedule to classes on-the-go as Shawn Johnson traveled across the country.

Read on for an interview with:

Hannah Bronfman, author and HBFIT founder

Shawn Johnson, gold-medalist gymnast and founder of Fyt Life

Jessamyn Stanley, yogi and author

Nicholas Coolridge, movement artist and American Ninja Warrior competitor

My role in the campaign?

• Concepted. Contributed in brainstorms, gathered feedback, and revised concepts until we arrived on the perfect message.

• Created the tagline. “Fitness for every routine” was decided on after rounds and rounds of deliberation.

• Interviewed the influencers. This involved being on set for 2 days, grabbing time where I could (sometimes during hair and makeup) with a clipboard full of questions.

• Wrote the blog posts. I transcribed the interviews, edited for brevity and clarity, and worked with designers to piece each one together.