Creative Direction, Campaign Strategy.
In 2025, HEAD celebrated its 75th anniversary with a global brand campaign honoring athlete achievements, product innovations, and milestone moments that reflect the brand’s progressive spirit.
This was HEAD’s first cross-divisional campaign in over a decade. I led the ideation and creation of more than 200 assets, including both static and motion content, for a coordinated digital launch. Throughout the year, I managed the editorial calendar and drove content across digital and social platforms.
Bright colors and a clean aesthetic kept the campaign fresh. A flexible “75” icon was designed to work across all activations, supported by a comprehensive toolkit of templates and assets provided to both global and national marketing teams.
Rollout
With brand awareness as the primary objective, a central campaign hub was launched on HEAD.com. This dynamic page evolved throughout the year, driven by the editorial calendar. I led the creative direction and design for all online pages.
View the campaign hub here.
Results
The campaign drove a significant increase in traffic, engagement, and user activity across digital platforms during its launch phase. Product pages saw a noticeable lift in views, indicating the campaign effectively moved audiences from awareness to consideration.
While direct sales weren’t the campaign’s primary goal, it still contributed to a measurable uplift in revenue during the same period. As expected for a brand-led initiative, performance marketing metrics such as ROAS were not prioritized, with success defined primarily by reach, visibility, and engagement.
Joe Troman 
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