PROBLEM:
For young Generation Z, traditional fitness messaging feels out of sync. Orangetheory's heart rate zones are backed by science, but they haven't been translated into a language Gen Z actually vibes with.
IDEA:
The Orangeverse Challenge: A two-week immersive experience that lives inside the Orangetheory app and explodes across socials.
SOLUTION:
By personifying the five zones as anime-style characters with bold aesthetics and chaotic Gen Z personalities, we reframe fitness as a journey of identity, emotion, and effort.
THE ORANGEVERSE
Role:
Art Direction
Copywriter
Partner: Valentina Caballero
Art Director
Copywriter
IN APP - APPLICATION
SOCIAL MEDIA
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Traditional fitness communication misses Gen Z, The Orangeverse Challenge brings Orangetheory’s science to life through anime-inspired storytelling that turns sweat into self-expression.
ZONE 3
ZONE 4
MEET OUR SPECIAL GUESTS:
ZONE 1
ZONE 2
ZONE 5
SOCIAL MEDIA CONT.
