Strada Sleek
Project Goal:
To introduce the Strada Sleek as a stylish evolution of the shaker cup—featuring a refined silhouette and modern colorways designed to appeal to our female audience—and to position it as part of their everyday lifestyle, not just a workout tool, by presenting it as both functional and fashionable.
Introduction
The Strada BlenderBottle has long been a beloved classic, but its thicker silhouette posed a challenge for users with smaller hands, making it harder to grip and shake effectively. To address this, BlenderBottle introduced the Strada Sleek—a refined design focused on better ergonomics and ease of use.
I was key in bringing this launch to life, overseeing art direction from early concept through final rollout. This included analyzing survey data to inform color selection, developing internal presentation materials, hiring talent, and directing the photoshoot and launch video. I also designed the final marketing assets to ensure a consistent and impactful debut across all platforms.
Research & Strategy
The visual direction for the Strada Sleek was shaped by the growing intersection of fashion and fitness, particularly the evolution of athleisure into “ath-luxury.”
Since the pandemic, comfort-forward fashion has shifted into high-end territory, with designer brands like Gucci x Adidas, Dior x Nike, Swarovski x Nike, and Victoria Beckham x Reebok embracing collaborations that fuse athletic wear with luxury aesthetics.
Footwear and accessories have also leaned into this crossover—Balenciaga’s Croc heels and Nike’s platform sneakers are prime examples—while emerging brands like Tommestudio, Bala, and OXB Jewelry are redefining what sporty style looks like. These brands use sports-inspired designs and materials to elevate their offerings, often featuring heels, jewelry, and ballgowns in performance-driven contexts. The result is a genre of fashion that speaks to both function and flair, fitness and self-expression.
This trend provided the foundation for our creative approach. By tapping into the language of ath-luxury, we positioned the Strada Sleek not just as a bottle, but as a stylish accessory—designed to be worn, styled, and seen.
Concept & Mood
The creative direction for the Strada Sleek centered on showcasing its bold, fashion-forward new colorways—featuring gradient finishes previously unavailable in the product line. Inspired by the rise of ath-luxury and the growing overlap between fitness and fashion, the visual mood drew influence from brands like Bala and Gucci x Adidas. We leaned into a colorful, slightly retro aesthetic that balanced function with elevated style.
To position the Strada Sleek as more than just a shaker bottle, we focused on accessorizing, body diversity, and wearability—capturing the product in lifestyle-forward scenes that felt as comfortable on the street as in the gym. The goal was to appeal to a style-conscious consumer who values performance and personal expression.
Photoshoot & Art Direction
This shoot represented a major stylistic evolution for BlenderBottle—our most fashion-forward campaign to date. With the launch of the Strada Sleek, we had the opportunity to step beyond traditional fitness marketing and position the product within a more elevated, lifestyle-driven space.
Each model was paired with a specific bottle color-way and “environment”, designed to reflect the unique identity of that product. Styling, props, and wardrobe were all coordinated around a five-color analogous palette per model, creating a rich, tonal world that connected product, person, and environment. Some scenes leaned sporty and dynamic, while others leaned lifestyle and editorial, offering a full spectrum of modern athletic identity.
Wardrobe styling focused on layered athleisure looks with a twist—accessorized and styled to feel expressive and wearable. Jewelry was incorporated to nod toward the crossover between fitness and fashion, and transitional elements like jackets and hats helped build range within each look.
Hair and makeup drew from classic fitness cues but were elevated with a high-fashion sensibility. We leaned into glowy, dewy complexions and playful, glossy touches around the eyes that aligned with each model’s color palette. Hair styles like intricate braids, sleek ponytails, and styled buns were designed to feel intentional but a little undone—balancing effortlessness with editorial edge.
The result was a bold, cohesive campaign that redefined what a BlenderBottle shoot could look like—colorful, inclusive, and fully styled to reflect the new product launch for the brand.
These mood boards are condensed versions of my visual shot list, created to guide model poses, prop interaction, and movement throughout the shoot. Each board includes the assigned bottle, color palette, model, and wardrobe styling notes, ensuring every setup aligned with the visual plan and campaign tone.
These mood boards are condensed versions of my visual shot list, created to guide model poses, prop interaction, and movement throughout the shoot. Each board includes the assigned bottle, color palette, model, and wardrobe styling notes, ensuring every setup aligned with the visual plan and campaign tone.
These mood boards are condensed versions of my visual shot list, created to guide model poses, prop interaction, and movement throughout the shoot. Each board includes the assigned bottle, color palette, model, and wardrobe styling notes, ensuring every setup aligned with the visual plan and campaign tone.
These mood boards are condensed versions of my visual shot list, created to guide model poses, prop interaction, and movement throughout the shoot. Each board includes the assigned bottle, color palette, model, and wardrobe styling notes, ensuring every setup aligned with the visual plan and campaign tone.
This final board outlines direction for both the group shots—featuring all four models styled together—and individual product imagery. The solo product shots were inspired by cocktail photography, blending bright lighting and bold color with subtle nods to athleticism to highlight the bottle’s design in a fresh, unexpected way.
Design Execution
The final design approach was intentionally minimal, allowing the vibrant colors and elevated imagery to take center stage. I used subtle branding elements and clean layouts to support the visual identity without overpowering it. The campaign tagline, “Style Meets Performance,” captured the balance between the product’s sleek aesthetic and its functional design.
I created a full suite of digital assets including email graphics, social media content, Pinterest ads, Facebook and Instagram placements, and banners for both desktop and mobile. I also contributed to art direction for the launch video and individual bottle videos, ensuring consistency across motion and static content. Additionally, I handled all post-processing of campaign images—color correcting, retouching, cropping, and preparing final exports for use across the company’s platforms.
Project Result:
The campaign successfully resonated and the lavender Strada Sleek sold out shortly after launch, and all four colorways only weeks later. The response validated the creative direction and opened the door for expanded design offerings—including additional gradient colorways and the brand’s first seamless patterns. This marked the beginning of a new style-forward category of shakers, tailored to our website’s primarily female customer base and focusing on both form and function.
The Team:
Art Director: Stauney Hansen, Asst. Art Director: Matt Bambrough
Creative Media Director: Evett Rolsten
Producer: Richie Jacobson, Production Asst. Abby Gunderson
Director of Photography: Riley Sorenson, Assistant DP: Sam Wood
Lead Photographer: Blake Tolley
Grip: Luke Tolley, Genji Li, Gaffer: Tyler Davies
Wardrobe Stylist: Janelle Corey, HMUA: Cami Talbot
Talent: Toni Perkins, Emily Clark, Willow Corner, Jessica Corral
Video Editor: Garrett Elton, Jordan Boren
Location: Modo Studios, Bluffdale, UT