Every Body is a
Summersalt Body
Campaign Strategy • Creative Direction • Photography Direction
A brand
with a mission.
The swimwear industry had spent decades presenting a narrow and aspirational vision of what a body in a swimsuit should look like. Summersalt was built on a different premise entirely — that every body is already the right body. My job was to make the creative say that with the same conviction the brand felt it.
Every Body Is a Summersalt Body was the result.
The swimwear industry had a representation problem. We were built to solve it.
Campaigns were aspirational in the wrong direction — exclusionary by design, narrow in their definition of beauty. Summersalt's DNA was fundamentally different. Built on data from 1.5 million body measurements taken from 10,000 real women, the brand was built for fit for every body.
The creative opportunity was to make that mission visible — and to do it with the kind of craft and intentionality that would earn attention far beyond the brand's existing audience.
I directed a cast of 24 accomplished women aged 23 to 73 — from Paralympic gymnast Chelsea Werner and Lauren Wasser to Maye Musk, Jessamyn Stanley, and Sara and Erin Foster. Every casting decision, every wardrobe choice, every frame was intentional.
STRATEGIC INSIGHT
EDITORIAL EXTENSION
Love Letters to Your Body — a campaign within the campaign.
To give the campaign depth beyond imagery, we developed Love Letters to Your Body — a series of personal narratives from each woman featured, sharing their relationship with their body in their own words.
It transformed the campaign from a photoshoot into a cultural conversation, and gave audiences something to connect with emotionally long after the initial launch.
"Before the campaign launched, we released a black-and-white behind-the-scenes teaser — a deliberate contrast to the vibrant, color-forward campaign it was building toward."