Confidential project. I led a deep-dive research and creative strategy project for a premier luxury resort group. The objective was to reimagine health and fitness experiences for HNW Millennial & Gen Z males, building a bridge between emerging health trends and luxury hospitality.

Ethnographic Research: Conducted interviews and segmentation to understand the evolving relationship between wealth, physical performance, and aesthetics.

Cultural Insight Development: Explored the a shift from leisure to performance in vacation. Topics included bio-optimization, new aesthetics, and supplemental science (targeted aminos, advanced performance protocols, the beef tallow complex) in the modern male identity.

Creative Direction: Developed conceptual mood boards and future-state marketing frameworks that visualize what wealth looks like today, merging traditional status symbols with the idea of body as the ultimate currency.

Strategic Roadmapping: Provided the client with a blueprint for future-proofed campaigns that speak to the aspirations of a demographic focused on aesthetic precision and "building" (body and otherwise.)