Fabletics' Varsity events are a major retail moment, and the assets in rotation were good ones that were performing well in other markets. I thought they were wrong for this audience and this environment, and I asked for budget to shoot dedicated evergreen assets instead.

We cast models who reflected the customer in age and body diversity, and shifted the tone toward how the events actually feel. The season that followed was the brand's most successful, with revenue up 54%, and the Retail Activations team credited the custom shoot as a driver.