glitter & Grit
The world tells women that they need to shed their femininity to be taken seriously as athletes. But as a self-care brand that sports the persona of functionally feminine, Tree Hut knows better than anyone that strength and beauty can exist in the same package.
Professional cheerleaders are living proof—they’re far more than just pretty faces. They’re Where Glitter Meets Grit.
Tree Hut will make its broadcast debut at Super Bowl LX.
To introduce the brand on one of the biggest stages in sports, I had the honor of crafting a story that celebrates the NFL’s unsung champions.
VISUAL tone:
The visual style of the spot lives somewhere between a sports documentary and movie. While it opens with a touch of glamor, we wanted to keep things authentic and honest to the often not-so-glamorous reality of being both an athlete and a woman.