STRATEGY • CREATIVE DIRECTION • NARRATIVE DEVELOPMENT • PRESENTATION DESIGN

La Marca had a fitness influencer program. What they didn't have yet was a platform — a reason for the right creators to care, and a framework agencies could actually use to find them. That's where The Ultra Life came in. I developed the strategic narrative, messaging framework, creative direction, and presentation design for a pitch to influencer talent agencies — essentially turning a talent recruitment brief into a cohesive lifestyle positioning. The deck covered audience insights, priority markets, influencer criteria, activation concepts, and partnership opportunities. The goal wasn't just to define who La Marca wanted. It was to make agencies feel the vision clearly enough to go find them.

The through-line I kept coming back to: fitness, culture, and social connection aren't three separate things for this audience. They're the same thing. The Ultra Life gave that idea a name and made it scalable — a lens for identifying creators who could grow the program authentically, not just amplify it.