P90X

P90X didn't just sell workout DVDs — it changed how people thought about fitness at home. Tony Horton's program went on to sell over four million units and became a cultural moment. My team was part of building the identity that made it impossible to ignore, from the packaging on the shelf to the infomercials running around the clock on late-night TV.

Assisted the Creative Director through photography exploration, package design, and a heavy volume of TV advertising content. Developed the overall theme, managed product photoshoots, and created shot lists. Designed the DVD packaging, the fitness guide and nutrition plan handbook, and the motion graphics used throughout the infomercial series.