Born in Singapore (1997) — Judd is a New Zealand based designer working at the intersect of identity-crafting, creative storytelling, and design direction. Shaping visually cohesive projects, global-facing campaigns, and personal works.

LES MILLS
Fantl Sport®
PYRO by Kirsty Godso
By Platform

LES MILLS LIVE AMSTERDAM
Flagship Event Identity. Co-created with Dylan Matthews.

LES MILLS LIVE is a tour of fitness festivals where group training, music and movement collide. With the flagship event hosted in Amsterdam, the challenge was to take the existing tour identity, and elevate it further while keeping true to the Masterbrand. This is explored through a more vivid colour palette, graphics that serve both as a wayfinding tool, and a storytelling device - movement, connection, energy - and photography direction that’s true to the experience.

LES MILLS XR Meta Quest 3s Bundle Campaign
Campaign Identity, Stills Co-Directed with Annie Li. Photography by Finn Cochran.

In partnership with Meta, the opportunity is to position LES MILLLS XR as the ultimate alternative fitness experience for both existing Les Mills fans and new fitness enthusiasts. Highlighting the interactive, immersive qualities of Meta’s newest iteration of their headset - Meta Quest 3s - and LES MILLS XR Products: BODYCOMBAT XR and DANCE XR as the future of at-home fitness.

The approach heros the bold colours and movements that are featured in-game, bridging real-world and immersive-space together. The intentional choice to shoot from below and dynamic angles were used to bring a surreal, other-worldly feel while still being grounded in reality.

LES MILLS CEREMONY Hype Pre-Roll
Motion Director. DOP/Motion Cam OP#1: Max Namkung. Motion Cam OP#2: Kenzie Alan. Editor: Rupert Williams.

LES MILLS CEREMONY is a high-intensity functional group training class that combines strength and cardio, accessible and challenging for all fitness levels. Featured as part of a boutique experience at LES MILLS LIVE BERLIN (2024), participants are greeted with a short teaser of what to expect from the fitness experience.

The goal with this capture was to communicate that exact experience. High-octane, but also highly rewarding. Short and sweet storytelling, off-kilter angles, aggressive cuts, intimate shots to show that this isn’t just your normal group fitness class.

This is LES MILLS CEREMONY.

LES MILLS BODYCOMBAT 100th Release Milestone Campaign
Branding, Campaign Identity, Stills Director. Photography by Finn Cochran.

LES MILLS BODYCOMBAT. An iconic LES MILLS martial-arts group training program approaches one of it’s biggest milestones to date. Celebrating 25 years and 100 releases. To tell this story, we captured global LES MILLS Instructors, hero-ing signature movements that make BODYCOMBAT so iconic. These were used as part of a marketing campaign that spanned across US, UK, Asia, and Oceania - packaged for gyms and clubs to locally activate and launch the 100th release of BODYCOMBAT. Marketing material included: In-club posters, digital screens, pull-up banners, and social assets. These assets were also used as part of Instructor recruitment drive.

LES MILLS LIVE LOS ANGELES After-Movie
Videographer, Editor.

LES MILLS LIVE is a triple-A fitness experience. A fitness festival where people from all over the world come together as one. The goal is to capture this lightning-in-a-bottle, celebrate it’s key moments and advertently solidify LES MILLS LIVE as the pinnacle in out-of-studio fitness experiences. Captured from the perspective of a participant, seeing the event from the eyes on-the-ground. From Reps, to Retail, to Recovery. LES MILLS LIVE has it all. Shot on FX3 and digicam.

BY PLATFORM

Graphic Design. Photography by Ben Geden.