Savage X Fenty came to us to help launch their Sport line. Entering a new category, Savage X Fenty wanted to go to market with a bang — their first ever TV-driven, 360 campaign that brings all of the energy, boldness and undeniable sexiness that Savage X is known for.

Using the brand’s iconic “X” logo as a part of our campaign language, we created Power X Play, a catchy line that clearly articulated the brand’s main RTB. Savage X Fenty Sport is for you — all of you — and is something you can rock, no matter what you’re doing or how you’re feeling.

From there, we brought the ethos of Power X Play to life through a suite of film and still assets, with a :30 hero TV spot, a collection of cutdowns, and a series of OOH ads — including iconic boards in Times Square and Figueroa, and taking over every bus shelter in West Hollywood while highlighting a cast of incredible & dynamic women.