FLEX Fitness App
Social Media Ad + Branded Social Post
Role: Copywriter, social media content creator
The Challenge: Create a social media ad and a branded social post for FLEX, a gay fitness app launching in 2025.
The Approach: I drew inspiration from drag cultural icons like RuPaul, gay fitness programs like PrideFit, and traditional male fitness advertising to create a unique brand aesthetic that appeals to our target audience in a fun, fresh way.
Caption: “Don’t be sorry. Be fierce.” - RuPaul ⭐️ Introducing FLEX, the new gay fitness app helping you reach YOUR fitness goals, no matter what your gender expression! Join the community today to get a free customized workout plan. Link in bio 🌈
#StayFierce2025
#NewYearNewMe
#RuPaul
#DragRace
#ShaunT
#gayfitness
Caption: Having trouble getting into that death drop? You’ve got the charisma, uniqueness, nerve and talent… but not the flexibility. And every tutorial online assumes you can already get into a split.
We’ve got you covered! Try these 5 easy stretches to get started, courtesy of FLEX 🌈
#deathdrop
#shablam
#RuPaul
#DragRace
#gayfitness
Customer Persona
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Who
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Age: 26
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Gender Identity: they/he
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Location: New York, NY
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Household: Single
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Education: Recent College Graduate
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Occupation: Customer Service
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Hobbies: Drag
Goals
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To find a new workout routine that will make them feel great while keeping a more toned, “femme” physique
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To have fun while working out
Barriers
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Worried about getting too “buff"
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Turned off by overly masculine marketing of other fitness programs