TrainingPeaks
Dreaming Season Campaign 2025-2026Art Direction: Sofia Emm
Visual Designers: Adrian Balsara, Derek Sears
Copywriter: Casey Serrano
Photography Producer: Erick Orlando
Video: Josh Lawton
Dreaming Season Campaign Art Direction
Focused on precision, momentum, and the emotional arc of endurance, this direction layers action-rich photography with bold, echoing typography to create a sense of movement in motion. Rooted in the visual language of the brand yet pushed toward greater intensity, black-and-white imagery and a refined tape-frame system elevate the narrative into something more deliberate, driven, and modern.
Campaign Art Direction nurtures two quarters of campaigns from Growth, Product, and Brand Marketing across TrainingPeaks & TrainingPeaks Virtual
GTM Photography Art Direction
Photo Art Direction: Sofia Emm
Photography Producer: Erick Orlando
Photographer: Cortney White, Anthony Smith
Owned photography art direction for ongoing GTM and brand initiatives, establishing a scalable visual framework that translates across campaigns and channels. The direction emphasizes dynamic motion, atmospheric lighting, and authentic athlete storytelling—creating a premium, performance-driven look and feel that reinforces brand consistency while allowing for creative evolution.
Photography utilized in all brand & GTM campaigns Q2 2025 through Q1 2026
Wordpress Module & Page Design
Developed scalable WordPress module frameworks that leverages progressive disclosure to create intuitive, conversion-driven user journeys. By pairing flexible components with intentional content hierarchy, the system empowers teams to build high-performing pages quickly while maintaining brand and UX consistency. Additional conversion-focused landing page explorations are also included.
Partner GTM with Oura Ring
Photo Art Direction & Asset Production: Sofia Emm
Layout Art Direction: Adrian Balsara
Photography Producer: Erick Orlando
Photographer: Allen Krughoff
Directed photography and oversaw asset production for the TrainingPeaks and Oura Ring partnership launch—building a unified visual system that communicates product integration clearly while maintaining a premium, performance-driven brand experience across channels.
3000+ connections to Oura Ring in the first 24 hours
Oura Ring Experience Web Ecosystem (3 webpages) total traffic 10,700+ visits in the first 24 hrs
