Vera Pilates - Reformer Studio
Instagram: @verapilateshtx
Timeline: April – July 2025
Role: Creative Director & Producer
When Vera Pilates launched, I partnered with Shirley and Viv to build the foundation of their brand from the ground up. From ideation to execution, I creative directed every layer of their campaigns — developing visuals, messaging, and experiences that positioned Vera as more than a Pilates studio, but a lifestyle destination rooted in community and wellness.
Built and ran a 10-person production crew across multiple campaign shoots
Directed 3 major campaigns + real-life rollout events
Curated a villa-style studio transformation inspired by Love Island, giving clients a chance to “recouple with their goals”
Developed a digital + IRL strategy that increased visibility, engagement, and positioned Vera Pilates as an innovative voice in wellness culture
Brand & Objective
About Vera Pilates
Launch Vera Pilates as a transformational, community-centric studio in Houston tagline: “Your Era of Transformation Starts Here”
Position offerings around signature reformer classes (e.g., Reformer by Vera, Unwind with Vera, Sculpted by Vera) with a clear schedule + class guidance.
Drive in-studio experiences and create a sense of place + routine.
Extend brand beyond classes with private/hosted events and studio activations to deepen community touchpoints.
Communicate values via friendly policies (recording/content etiquette) and accessible first-timer messaging.
My Scope
Built the brand foundation visually and editorially; creative directed launch narrative end-to-end.
Ran a 10-person production crew across multi-day shoots; owned call sheets, run-of-show, and approvals.
Designed 3 campaign arcs with digital rollouts that translated into IRL moments (studio transformation + hosted experiences).
Mapped content to the buyer journey (First-Timer education → Class spotlights → Instructor features → Event invites).
Established platform voice aligned with Vera’s “era of transformation” positioning and Houston community focus.
Primary Tools: CapCut · Adobe Premiere Pro · Photoshop/Lightroom · Canva
Concept: A Love Island–inspired studio takeover that turned Vera into the “Vera Villa,” inviting clients to recouple with their goals.
From Digital → IRL: Teased through pop-culture-driven reels, countdowns, and “confessional” prompts that funneled followers into an in-studio, sold-out community event.
Experience Design: Villa-style set dressing, themed class tracks, photo moments, and interactive prompts that blended wellness with reality-TV fun.
Deliverables: Hero sizzle, teaser reels, event recap, stills, and a UGC toolkit for members to share their #VeraVilla moments.
Impact: Elevated brand heat, increased trial bookings, and positioned Vera as a culture-led wellness studio—not just a class, but a world to step into.