[CHALLENGE]
Buffbunny needed to reimagine its e-commerce experience to better reflect the evolution of the brand and the women it serves. The existing shopping journey focused primarily on product availability, but lacked a cohesive visual system that highlighted fabric quality, fit, and movement—key decision-making factors for performance apparel. The challenge was to showcase technical details while also capturing how the pieces move with real bodies, across different lifestyles and levels of activity. At the same time, the brand needed to speak to women not just as athletes, but as multifaceted individuals—confident, style-forward, and grounded in community. The e-commerce experience had to feel functional yet aspirational, balancing clarity with emotional connection.
ClientBuffBunny Collection
SectorApparel
Know-HowCreative Direction
Production
Crew Selection
Casting
RETURN T
[SOLUTION]
The rebrand positioned Buffbunny’s e-commerce experience as modern essentials, styled like fashion.
I led a visual approach that blended performance and editorial—clean, confident, and intentional. Minimal sets allowed the product to lead, while strong silhouettes and natural poses highlighted fit, flexibility, and movement without feeling over-styled or staged.
Each piece was presented as an everyday uniform: flattering, versatile, and effortless enough to move from workout to off-duty. Imagery emphasized community, inclusivity, and variety—showing how the brand lives across different bodies and energies—while solo moments created a sense of intimacy and self-assurance.
The result was a refined, elevated e-commerce experience that made product details clearer, movement more tangible, and the brand’s point of view unmistakable.
ETURN TO PR