Client
Duration
May 1, 2025
From textiles to tech
Helping Logan break into the performance-focused fitness space with his first non-clothing brand deal.
Logan was a recent university grad building momentum with comedy and fitness content, but he’d never worked with a brand outside of gym apparel. When he wanted to step deeper into the fitness space, Cal.ai became the perfect opportunity—an app focused on calorie tracking, health, and performance that aligned directly with his audience. We secured the partnership for him and positioned it as his first major step into the broader fitness industry.
We guided Logan through his first fitness-tech campaign, shaping the creative direction around his strengths—humor, relatability, and simple fitness storytelling. Our focus was making sure the content felt natural to his personality while still delivering a clear and informative message about Cal.ai’s features.
The campaign served as a strong entry point into the fitness space, helping Logan expand past clothing deals and begin building partnerships that align with his long-term goals in health and performance content.
Moving into a new niche meant proving he could deliver more than comedic edits—Logan needed to show he could integrate value, fitness insights, and product utility without losing his tone.
Logan’s audience knew him for humor and light fitness content, but Cal.ai required a balance of education, clarity, and personality. The challenge was crafting content that still felt fun while communicating the app’s value in a way that didn’t feel forced.
Our role was helping him bridge that gap—shaping scripts, refining messaging, and ensuring the final video delivered both engagement and utility. It was his first sponsored piece outside gym clothing, making execution even more important.
Logan’s first fitness-tech partnership helped him expand his brand and gain momentum in a space he genuinely wanted to grow into.
The Cal.ai collaboration allowed Logan to showcase a new side of his content—mixing humor with actionable fitness value. With direction, creative support, and positioning, he transitioned smoothly into fitness-focused brand work and secured his first campaign beyond apparel deals.
The project strengthened his credibility, broadened his opportunities, and marked the start of a new lane in his creator journey.
