Altitude's Annual
Beginner Event
Event Branding & CAMPAIGN
Programmes used: Illustrator, Photoshop, Premiere Pro, After Effects, Canva
Ignite is Altitude's flagship annual event - the biggest moment of the year and a great launchpad into the world of pole dancing. Eight weeks of classes, starting alongside a whole cohort of beginners, all kicking off at the same time.
This was my first challenger brand campaign for Altitude, built on a theory I was keen to test: pole dancing is itself a challenger to the fitness industry, so we should be showing up like one.
I created the full campaign from concept through to execution, leaning into absurdity and the unexpected to stop the scroll. Two themes ran in parallel, each speaking to a different audience - a pharmaceutical satire built around fake "ailments" like Fitness Boredom, and a secret society concept that snuck behind the scenes of a pole studio.
The campaign achieved a 47% increase in sign-ups year on year and had some studios completely selling out placements.
The Choices.
Pole dancing has a reputation for being intimidating - and the fitness industry doesn't exactly help, with its relentless stream of serious, aspirational content. For Ignite, I wanted to do the opposite. If we could make people laugh, we could make them feel like we were human - and if they felt like we were human, the nerves might just settle enough for them to give it a go.
For the graphic design elements of this campaign, the dual themes were designed with an inverted colour palette, switching between hot pink and black to create visual variety across the campaign while keeping everything cohesive.
Theme one: Pharmaceutical Satire
A straight-faced medicine campaign - complete with clinical formatting and warning-label energy. The condition was Fitness Boredom. The side effects? An ever-growing list of things you'd actually want.
Theme two: Secret Society
Leaked audio. Sneaking into a pole studio to find out what really happens during Ignite. A tongue-in-cheek peek behind the curtain - designed to build curiosity and make the whole thing feel a little playful and mysterious rather than polished and perfect.
Execution & Considerations.
As a national campaign, Ignite needed to work across every studio that chose to run it (12 total) - which meant keeping the rollout straightforward enough that any team could pick it up and execute it well. I built a full marketing planner and calendar with all the resources and information studios needed to run their own local marketing alongside the national push.
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Overall, this was our most successful marketing campaign to date.