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(Denver, CO) September 6, 2018 – Pure Barre, the largest and most established barre concept in North America, today announced the launch of Pure Effect, its first brand campaign in partnership with creative agency MATTE Projects. The multimedia campaign is the first major brand expression for Pure Barre since the company was founded in 2001.
The new campaign celebrates the Pure Effect – a term that embodies the intersection of Pure Barre’s unparalleled technique, community and empowerment to not just change bodies, but change lives. The campaign portrays 10 Pure Barre community members from across the country: studio owners, teachers and students, all of whom represent the collective strength and power of Pure Barre’s network of over 550,000 dedicated clients. Utilizing bold phrases such as “Pure Willpower” and “Pure Grace,” the campaign’s creative showcases each featured community member’s personal interpretation of the strength and power he or she has found through the Pure Barre lifestyle.
“As the original barre concept and leader in our category, we have always known that Pure Barre has a special impact on our clients that can’t be found elsewhere,” said Pure Barre CEO Christina Russell. “What we finally pinpointed as the Pure Effect is something we are so excited to bring to life and celebrate with our community and beyond.”
Pure Effect premieres today on Pure Barre’s new website, comprised of a video and corresponding photo stills that live on web and social channels and serve as the core of the company’s digital marketing efforts. In its second phase, set to roll out in 2019, the Pure Effect will come to life in-studio through a re-imagined studio design nationwide.
"Pure Barre empowers you to achieve goals beyond fitness; through technique and community, it gives you the confidence to become stronger mentally and physically,” said MATTE Project’s Founder Brett Kincaid. "We were very inspired by this authentic narrative and were excited to have the opportunity to tell this story in a fresh and stimulating way.”
The Pure Effect launch marks a greater milestone for Pure Barre: this month, the brand will celebrate its 500th studio opening, marking a 35 percent annual growth rate and 4x ownership of market share in the category. Additionally, the brand is introducing resistance-based training with Pure Reform, a new total body workout that will round out the current class offering, delivering complete cross-training benefits under one roof.
For more information about Pure Barre’s Pure Effect campaign, please visit www.purebarre.com.
Advertising Agency: Matte Projects
Partner: Brett Kincaid
Creative Director: Jas Rewkiewicz
Copywriter: Amber Grace Johnson
Art Director: Lucia Gioiello
Director of Production: Chris Sachs
Producer: Cassidy Ellis
Production Manager: Jason Meyer
Strategist: Shawn Bohigian
Account Director: Akoma M’ba
Account Director: Catrina Chang
Account Coordinator: Gabriella Chin
Director: Amber Grace Johnson
Assistant Director: Kenton Cummings
DOP: Daisy Zhou
Photographer: Paul Jung
BTS Photographer: Luis Ruiz
Choreographer: Amy Gardner
Post Production Supervisor: Manny Muñoz
Editor: Chiao Chen / Nathaniel Lindsay
Color: Jaime O'Bradovich
Composer: Miles Felix
Sound Mixer: Alex Boll
About Pure Barre
Pure Barre is the largest, most established barre franchise with 500 studios across North America. With a dedicated following of 550,000+ clients, Pure Barre focuses on small movements that result in big changes. Pure Barre’s innovative technique comes in a range of class offerings that target strength, cardio and flexibility for people of all levels, providing clients with self-focused time to transform the body and mind. Clients can also get their Pure Barre fix anywhere, anytime with Pure Barre On Demand, featuring weekly class streaming. For more information, visit www.purebarre.com.
About MATTE Projects
MATTE is a creative agency and production company at the intersection of content, design and experience. MATTE contextualizes brands with audacity and authenticity. Based in New York and Los Angeles, the agency works with a range of clients, from fashion and luxury to technology and lifestyle brands.