CLIENT: Adaptive Training Foundation
ROLE: Creative Director, Art Director
DELIVERABLES: Posters, Print Ads, Social Content, Motivational Gym Banners, North Texas Giving Day Fundraising Assets
ROLE: Creative Director, Art Director
DELIVERABLES: Posters, Print Ads, Social Content, Motivational Gym Banners, North Texas Giving Day Fundraising Assets
No Limits. No Pity.
Adaptive Training Foundation doesn't just help individuals living with physical or traumatic impairments — they empower them to redefine their lives through grit, strength, and an unstoppable community. We created a raw, unapologetic campaign that shows these athletes as exactly what they are: not victims, but victors.
Adaptive Training Foundation doesn't just help individuals living with physical or traumatic impairments — they empower them to redefine their lives through grit, strength, and an unstoppable community. We created a raw, unapologetic campaign that shows these athletes as exactly what they are: not victims, but victors.
THE CHALLENGE
While Adaptive Training Foundation provided life-changing training and community, awareness was low among those who needed them most, and among potential sponsors, critical to keeping the program 100% free. We needed to legitimize their cause, broaden their reach, and prove that these athletes deserve your support, not your sympathy.
THE IDEA: No Limits. No Pity.
We created a campaign that refused to show these athletes as anything less than extraordinary. Through raw photography, unfiltered headlines, and a focus on achievement over adversity, we reframed the conversation around physical impairment and personal power. To deepen the impact inside the gym, we also created a set of bold motivational banners — daily reminders that this place, and the people inside it, don't accept excuses. Additionally, we extended the campaign into North Texas Giving Day, developing custom fundraising assets that helped ATF rally financial support from the broader community.
While Adaptive Training Foundation provided life-changing training and community, awareness was low among those who needed them most, and among potential sponsors, critical to keeping the program 100% free. We needed to legitimize their cause, broaden their reach, and prove that these athletes deserve your support, not your sympathy.
THE IDEA: No Limits. No Pity.
We created a campaign that refused to show these athletes as anything less than extraordinary. Through raw photography, unfiltered headlines, and a focus on achievement over adversity, we reframed the conversation around physical impairment and personal power. To deepen the impact inside the gym, we also created a set of bold motivational banners — daily reminders that this place, and the people inside it, don't accept excuses. Additionally, we extended the campaign into North Texas Giving Day, developing custom fundraising assets that helped ATF rally financial support from the broader community.
What We Made
•Six athlete-focused posters and print ads
•Four original motivational gym banners
•A full suite of social content
•Fundraising assets for North Texas Giving Day, one of the largest regional charitable giving events
•Six athlete-focused posters and print ads
•Four original motivational gym banners
•A full suite of social content
•Fundraising assets for North Texas Giving Day, one of the largest regional charitable giving events
RESULTS
•While no formal KPIs were measured for this campaign, the work helped elevate ATF’s visibility among both prospective athletes and corporate sponsors.
•While no formal KPIs were measured for this campaign, the work helped elevate ATF’s visibility among both prospective athletes and corporate sponsors.
•The bold, defiant tone became a rallying cry within the ATF community, inspiring new fundraising and partnership efforts.
•The North Texas Giving Day assets contributed to ATF’s increased awareness and donor engagement during the campaign window.
MY ROLE
As Co-Creative Director and Art Director, I contributed to the overall campaign concept and led all visual aspects of the project. I developed the visual style and layout for the posters, print ads, banners, and social assets, and directed the photoshoots with photographer Trevor Paulhus to ensure a consistent, gritty, and authentic look. I was responsible for maintaining the visual cohesion and tone across every touchpoint.
As Co-Creative Director and Art Director, I contributed to the overall campaign concept and led all visual aspects of the project. I developed the visual style and layout for the posters, print ads, banners, and social assets, and directed the photoshoots with photographer Trevor Paulhus to ensure a consistent, gritty, and authentic look. I was responsible for maintaining the visual cohesion and tone across every touchpoint.
Agency: Johnson & Sekin
CD/Art: Zack Ward
CD/Writer: Krista McCrimmon
Writer: Cody Tidmore
ECD: Chris Sekin
ECD: Kent Johnson
Producer: Rachael Sekin
Photography: Trevor Paulhus
CD/Art: Zack Ward
CD/Writer: Krista McCrimmon
Writer: Cody Tidmore
ECD: Chris Sekin
ECD: Kent Johnson
Producer: Rachael Sekin
Photography: Trevor Paulhus