Bloch Dance is a heritage brand out of which we were tasked with the genesis of something special: Bloch, the newest kid in the world of athleisure and active wear. With such a heavily saturated market, it was important from the onset to have a fresh perspective on what athleisure could be. So, we looked for inspiration in some of the heritage company’s deepest roots—the kinetic and graphically rich realms of retro dance and exercise home videos.

By examining the choreographic vernacular of that era, we discovered a library of poses that were powerful and feminine and made timeless in our use of bold graphic language and silhouette-focused backdrops. Pairing our new ideas with beautiful imagery sourced from that golden age of exercise, we established a breakout social campaign that successfully teased the bold, fun look of Bloch to athleisure connoisseurs around the world.

CREDITS

Creative Agency: King and Partners
Creative Direction: Inii King
Art Direction: Joyce Chen