Redefining the Reformer. Elevating the Standard.

The Challenge

Merrithew® was launching its first wood reformer, the NX3 MAX, into a crowded category with established players and discerning Pilates professionals. The launch had to build credibility, set the NX3 MAX apart on design and performance, and carry premium positioning across every touchpoint, from social and press to the product landing page.

The Solution

As Creative Director, I led the creative vision and direction from concept through hero commercial production and omnichannel rollout.

• Campaign concept and visual direction, built on craftsmanship, performance and contemporary design

• Hero commercial

• Omnichannel assets across social, press, email and digital ads

• Creative direction of the NX3 product landing page

The Results

In just two weeks, the launch doubled Merrithew's typical weekly reach and more than doubled engagement.

• 930K+ paid media impressions

• 1M+ social impressions, about 1.5x the normal weekly rate

• 7%+ engagement rate, more than double the 3% benchmark

• 8% to 10% engagement on behind-the-scenes content, about 3x the benchmark

• 10,800+ landing page visits, over half from new visitors

• 51 lead form submissions

Client: Merrithew®
Role: Creative Director