Gymshark x Carlos Belcast
The collection for those who don’t fit the mould - and never wanted to.
We made an anime!
When the product team announced they were making a collection with Gymshark athlete Carlos Belcast, we knew we wanted to do something personal for his campaign.
After a little research, we realised Carlos was a big anime fan, so we took inspiration from his four favourites (Solo Leveling, Jujutsu Kaisen, Demon Slayer and Attack on Titan) which all have a dark shonen vibe. We then created unique characters for him and his friends, giving them each an ability and colour, and built out storyboards for how we’d introduce the world to Carlos and his crew.
We called them The Outliers.
Carlos wanted his collection to be for the ones who were more on the outskirts of mainstream fitness. A rebel at heart, his collection was made for the misfits.
Working alongside animation studio 2veinte, we brought an entire squad to life. Carlos, the Godfather. Edu, the shadow-wielding stealth master, Esme, the Incredible Bulk, Yetus, the wacky prankster, and Zacc, the zippy little brother.
We incorporated aspects of their real-life personalities and favourite colours to make sure each character felt authentic to them, and brought them to life through main character posters and snippets.
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Meet The Outliers
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Carlos Belcast
The Godfather
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Edu Saenz
The Shadow Wielder
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Zacc Belcast
The Blur
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Esme Diaz
The Incredible Bulk
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Yetus Prime
The Prankster
And this wasn’t just stills and video. This anime spread across everything URL, from landing pages to paid ads to emails. Anywhere you saw any part of this campaign, it was cohesive. We even created manga panels and half and half, real-life-meets-anime stills for use across ecom, social, web and paid.
Real people.
Real ideas.
Real passion.
Watching it come to life each week going from stickmen storyboards and profiles to fully fledged moving characters was just amazing, and seeing how excited and happy Carlos and his friends were with the finished result made it a real highlight project. Very proud of what we created.
Designer: Cam MacRae
Social: Princess Robinson
Producer: Chris Sellier
Animation: 2veinte
