— CLIENT
Smosh
— ROLE
Art Direction
Graphic Design
Branding
— DATE
January 2022
Shut Up! Fitness was an experiment in blending comedy culture with lifestyle branding. Tasked with creating a fitness line for Smosh, a YouTube comedy channel, I led the art direction and design for the collection and its launch campaign. The challenge was finding a way to market activewear authentically through a channel known for humor and not health.
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Challenge
How do you sell fitness apparel to an audience that isn’t tuning in for fitness? The solution was to lean into Smosh’s legacy IP, “Shut Up!”, and reimagine it as a bold, flexible brand identity that could work as both parody and lifestyle. The campaign needed to speak to two audiences at once: fans who wanted a wink at Smosh’s comedy roots, and buyers looking for fun, versatile workout gear.
Approach
⮑ Brand Identity: Reinterpreted Smosh’s “Shut Up!” intro graphics into a modern, fitness-inspired color palette and design system.
⮑ Commercial Creative Direction: Directed a campaign video that doubled as a Smosh YouTube intro bumper, introducing the line with humor and energy.
⮑ Campaign Concept: Positioned Shut Up! Fitness around the idea of “do whatever you want” whether that meant working out, lounging, or parodying fitness culture itself.
⮑ Scalability: Designed the line to feel connected to Smosh without relying on existing Smosh logos, allowing Shut Up! Fitness to live as its own sub-brand.
Execution
⮑ Apparel line design and branding system
⮑ Commercial and YouTube bumper creative direction
⮑ Social rollout concepts for Instagram and YouTube
⮑ Packaging and product photography direction
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Results
- ⮑ Successfully launched Smosh’s first activewear line, bridging comedy and lifestyle branding.
- ⮑ Built a brand identity that resonated with fans while functioning as a standalone fitness sub-brand.
- ⮑ Expanded Smosh’s merch portfolio into a new category with growth potential.
