Fabletics FIT lived inside the app, so the social content had one job, which was giving someone a reason to open it. These were short hooks built for a feed — a trainer, a movement, a few seconds of a class — made to send people back into the platform to take the workout.

They also had to be an honest preview of what was inside, because someone who opens the app expecting one thing and finds another doesn't come back. I cast and directed the trainers and creators who fronted them, and built the team producing them on a weekly schedule of video editors, designers and copywriters.