Home of
Strength
All in. Every damn day.
In a category crowded with shortcuts, Centr made commitment its edge. As its first in-house Creative Director, I led a brand refresh connecting training, nutrition, and mindset into a digital experience to build strength that lasts.
Creative that pulls its weight
A homepage with a pulse
Conversion-focused landing pages turned curiosity into app downloads—carrying the same strength-first story from the scroll to the sign-up.
Strength, made personal
Our interactive FitQuiz matched goals to custom plans, making strength personal from the first tap.
Inbox, meet endorphins
Personalized training, challenges, and offers kept the momentum going through automated CRM flows.
Knicks × Nike
Centr
Home of Strength
The fitness world was built on quick fixes and empty promises. Centr tore it down. Then raised the bar.
As the team’s first in-house Creative Director, I led a brand/ strategy refresh, turning strength into a mindset, a movement – and Centr into home for the devoted.
Agency
Centr In-House
Role
Creative Director
Crew
Marius Christensen, ACD
Mickey Natoli, Sr. Designer
Barbara Macciolli, VP Content
We turned strength into a performance engine: 3,600 AI-powered ads a year, optimized through rapid iteration. Result? A 31% hook rate.
From feed to funnel, conversion-focused landing pages turned curiosity into app downloads.
App onboarding was reimagined as an interactive FitQuiz that matched goals to custom plans – making strength personal from the first tap.
From new downloads to daily habits, automated CRM flows drove retention – delivering personalized training, challenges, offers, and more.
