Redefining the Reformer. Elevating the Standard.

The Challenge

Merrithew® was entering new territory with the launch of its first wood reformer, the NX3, stepping into a competitive category with established players and discerning Pilates professionals. The challenge was to establish a clear point of difference, communicate the reformer’s design and performance advantages, and introduce it with the premium positioning expected of a global Pilates leader.

The launch needed to do more than introduce a new product. It needed to build credibility, capture attention, and create a cohesive brand experience across every touchpoint, from social and press to the product landing page.

The Experience

As Creative Director, I helped shape the creative vision for the NX3 Wood Reformer launch, contributing to the campaign strategy and guiding its development from initial concept through hero commercial production and omnichannel rollout.

The creative direction focused on bringing together craftsmanship, performance, and contemporary design to position the NX3 as a premium evolution in Pilates equipment. In collaboration with the team, I helped establish a distinctive visual language and cohesive product narrative that carried across the hero commercial, social, press, and digital experiences.

• Creative Direction: Guided the campaign concept and visual direction for the NX3 launch and hero commercial.

• Omnichannel Campaign: Led the creative development of campaign assets across social, press, and web.

• Digital Experience: Led the creative direction for the NX3 product landing page.

The Result

Within just two weeks, the launch doubled Merrithew’s typical weekly reach, more than doubled engagement, and drove strong early interest in the NX3.

• 2× reach compared to a typical week, generating 535K+ page and profile impressions.

• 6.3% engagement rate — more than double the 3% benchmark, with post shares reaching 3× the normal weekly rate.

• 23.4M+ media reach through 384 press release syndications and editorial coverage.

• 4,800+ landing page visits, with 65% from new audiences, and 39 lead forms submitted in the first four days.

Client: Merrithew®
Role: Creative Director