Fueling Storytelling: A VSCO x PowerBar Collaboration
As a Creative Producer and Writer at Again New York, I led the VSCO and PowerBar collaboration to bring "The Joy of Sport" to life - a nationwide editorial campaign celebrating movement, creativity, and resilience through the eyes of a new generation of athletes. PowerBar wanted to shift its brand perception beyond traditional endurance sports and connect with a broader, more culturally attuned audience. The goal was to tell authentic, documentary-style stories that aligned with VSCO’s creative community ethos.
The Approach:
We focused on capturing the spirit of sport as a joyful, personal expression- not just competition. I produced and authored five editorial stories in collaboration with four photographers across the U.S., carefully curating talent and locations to reflect diverse perspectives.
Key elements of the project included:
Editorial Storytelling. Commissioning and guiding photographers to create visual essays that felt intimate, authentic, and emotionally rich.
Talent Sourcing. Highlighting real athletes and creatives whose personal narratives expanded the definition of "sport" and physical expression.
Creative Direction. Shaping a cohesive visual and editorial tone across all five stories to stay true to VSCO’s aspirational yet grounded aesthetic.
Nationwide Production. Coordinating shoots remotely and on-location across the U.S., ensuring each story was uniquely rooted in its community and environment.
The Impact:
The "Joy of Sport" series helped redefine PowerBar’s brand voice, connecting with a younger, more diverse audience through genuine storytelling. It was celebrated within the VSCO community and shared widely across PowerBar’s digital and social channels, strengthening both brands’ positioning at the intersection of wellness, creativity, and culture.
Looking Forward:
This project reinforced my passion for blending brand strategy with human-centered storytelling. Whether working with global brands or emerging creatives, I love building campaigns that move culture forward with authenticity and heart.
Click on the images below to read the stories.
