Speedo
A response to a swimming-inclusion brief, combining product personalization and a campaign direction.
Speedo brief via DAVID Miami · Interactive Concepting, Miami Ad School
Execution by Anton & Lisa, explicitly credited in the presentation.
Original team presentation and product concept. The deck’s questionnaire and field-test assertions are not independently substantiated; no launch is established.
Assignment & brand
The retained brief names Speedo and asks how the swimming brand could help bring greater inclusion to pools across the United States. The brief specifies teams of two; Anton and Lisa are credited on the execution deck.
Insight & approach
The proposal explores the relationship between fit, color and a person’s sense of belonging. It asks how product design and communication could acknowledge a wider range of bodies and skin tones. Statements about questionnaires and field tests in the original concept deck are not supported by retained primary-research materials, so they are not presented as completed research here.
Concept & execution
The deck outlines personalized swimwear, a website for size and color selection, an awareness campaign and a proposed social contribution. Some early creative routes use provocative humor and stereotypes; the presented case focuses on the brief, personalization concept and proposed delivery plan. Product development, technical simulations and focus groups are described as planned activities.
Development / The thinking in motion
The brief asked how Speedo could make swimming more inclusive. Anton and Lisa explored that question through differences in body shape and skin tone.
The response pairs a proposed broader fit and colour range with a configurable website. Size guidance and skin-tone recommendations carry the inclusion idea into the point of purchase.
The deck proposes a humorous manifesto and links product choice to wider swimming awareness. Fit studies, simulations and production plans describe work the proposal would require; the retained materials do not demonstrate that those tests or production were completed.
Execution by Anton & Lisa, explicitly credited in the presentation. The brief and campaign response are documented. No verified research result, client feedback or launched product is claimed.
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