Joanna Reagan Ewing

Active + Wellness

Active + Wellness

As Executive Creative Director, I led the direction and execution of Urban Outfitters' lifestyle brand marketing and imagery for the activewear, athleisure, outdoor, and wellness categories.

Imagery direction focused on influencer-driven commissions, travel destination photography, and supporting content. Editorial stories were strategically integrated with seasonal customer moments like Spring Break for heightened presence in UO's social channels and campaigns.

Credits + Thanks

Anna Ottum, Benjamin Russell, Bridget Fleming, Dane Peters, Daria Kobayashi Ritch, Devyn Galindo, Doug Weissman, Emmanuel Rosario, Jeff Vallee, Magdalena Wosinska, Michael Persico, Theo Wenner

Cami Morrone, Casey Liu, Chase Carter, Devan Mayfield, Imaan Hammam, Jasset Iva Umbel, Jared Mell, Jessica Strother, Josephine Skriver, Juan Heredia, Khadijha Red Thunder, Lauren Layne, Leore Hayone, Rachel Hilbert, Rebekah Letch, Sara Sampaio, Stella Maxwell, Tiffany Noir

Creative Directors, Brand Imagery
Bobby Whigham + Christine Thornton
Director of Creative Marketing + Content
Rachel Albright
Styling Leads
Carolyn Doolittle, Jason Fenech, Lauren Blane, Stephanie Iselin 
Brand Marketing Managers
Casey Zhang + Lynn Kostelny

Executive Creative Director,
Brand Marketing + Imagery 
Joanna Reagan Ewing

Chief Creative Officer
Sue Otto

Project Date