This campaign sought to woo a particularly reluctant group to try Curves. Research showed that many of them had not really exercised, tried something new or felt their personal power since they were kids. This campaign encouraged them to grab that feeling again. It also had a very subtle message for moms. As with most good ads targeting women, the subtle stuff gets you the furthest.

For tea lovers, the art on Celestial Seasonings boxes is as much a part of the tea-drinking ritual as the smell of the fresh fruit and herbs. This campaign mixed all the sensory aspects together for an out-of-the-box experience.

Instead of showing real women (a Curves signature long before Dove) in this perforated print insert, I chose to create a more functional statement. For women who always put themselves last on their long to-do list, this door hanger served as permission to politely take thirty minutes of “me” time.

This three-page insert and the magazine spread that followed introduced young women to the original boyfriend jean. Response to these ads was so great that the company’s 1-800 lines were overwhelmed.

Curves had franchises all over the world. The first year that we were asked to create in-store posters for all the international chains, there was not a budget for each individual country. Instead we came up with this solution to make everyone happy while reinforcing the three main benefits of Curves.

Women love to take unique objects and use them in ways that reflect the myriad facets of their own personalities. This campaign promised that no matter who you were, you could find a bit of yourself in Bombay. These ads were part of a campaign designed to dust off Bombay’s antiquated image. If you’re interested in seeing the complete visual transformation, just ask. I have a book that follows this brand reinvention story from start to finish.

This is my favorite of the many in-store posters we created for Curves USA during the five years I led their ad campaign. Weight loss and fitness are ongoing battles. May the best woman win.