Johaug
Johaug needed a larger library of branded content as they ramped up marketing and sales across new channels. The ask was clear: a high-volume, flexible mix of video and photography for web, social, and seasonal catalogues. It had to be practical, showcasing collections and product details, but also expressive - capturing the attitude, confidence, and competitive edge that make Johaug truly unique
We teamed up with Active Brands to shape the foundation for Johaug's new campaign. With a tight crew and an even tighter schedule, we flew to Rhodes and maximized natural light, scenery, and energy to produce a cinematic brand film and a vast content library. We blended athleticism with elegance, using movement and framing to reflect the duality of feminine strength.
The final delivery included a looping brand film designed for use across retail and digital platforms, paired with over 350 photo assets tailored for social media and ecommerce. We also produced a series of hero product videos and motion assets to showcase the collection in action. The campaign was anchored around the brand message “Strong is Feminine,” and resulted in a complete
Andreas Falk Luksepp – Director Emil Larsen – DOP Endre Harnes – Producer Alvin Santos – Stills Grade: Ola Bäccman Sound: Redpipe Studios
When Norwegian Olympic gold medalist Therese Johaug decided to launch her own activewear brand, it wasn’t just about technical performance. It was about redefining what strength looks like and feels like for a new generation of women. Together with the team at Active Brands, we created a bold, content-rich campaign that brought the tagline “Strong is Feminine” to life. Visual-first, and made to move.
The visual strategy was built around motion and tone that mirrored the mindset of Therese Johaug herself: resilient grit, focused, while still maintaining a nordic, feminine estetic.
We positioned the brand at the intersection of high performance and lifestyle, building on the trust Therese already earned as an elite athlete while introducing a new dimension through soft, feminine colors and elevatedactive styling.
The concept “Strong is Feminine” came to life through every frame and every pose. Shot across multiple locations in Rhodes, the brand film and content were designed to capture healthy, feminine strength with grace and movement
With over 350 curated assets, the campaign material created a platform of content that continued to fuel their marketing touchpoints for a full year.
The campaign created immediate traction across retail environments, social platforms, and press. The film became a staple in physical stores, while the vast photo library gave the marketing team flexibility and freshness across seasons.
