Athleta has partnered with Alicia Keys to launch a well-being platform along with the release of her very own clothing line. Over several months we worked closely with Alicia to bring her vision of the announcement to life in motion and in stills.

The campaign is kicked off with a teaser, social posts, an instagram live, followed by a longform interview of a diverse group of women hosted by Alicia Keys herself.

Director/Photographer: Shaniqwa Jarvis