“Add More Life to Your Years” was a brand platform designed to reflect an evolution in how people think about health and performance. As longevity and healthspan became increasingly important motivations for members, the campaign helped shift the conversation from performance optimization alone to living well for longer.

The work included developing the campaign concept, narrative, messaging framework, and voice, creating the strategic pitch that aligned teams around the idea, and leading copy development across channels. The campaign brought a more human dimension to the brand—showing that performance isn't just about training harder, but about having the health, energy, and vitality to do more of what matters throughout life.

Role: ACD, Copy