The Gym King is a premium brand of casual men’s and women’s apparel established in 2015 in Leeds, founded by Jay Parker. The company’s large social media following, driven by influencer marketing and new collections, has launched them into a worldwide recognised brand.
The brief was to come up with a concept to launch their new fragrance ‘Ambition’. Ambition was to be a fragrance that embodied the core of The Gym King attitude, “Destiny is not determined by birthright.”
This concept of ambition was brought to life in a concept that took the idea of a hand in flames, a visual metaphor for the idea of burning ambition and the desire to achieve greatness.
The concept was photographed, retouched and animated. The campaign was rolled out across The Gym King website, emailers, social media channels and through influencers. Concepts for gift packaging, fragrance cards were also created.
This work was produced whilst at at Propaganda Brand Strategy, Leeds.