In a culture obsessed with hustle, WHOOP reframed sleep as performance. This campaign positioned recovery as an athlete’s secret weapon—a nightly ritual that rebuilds mind and body to unlock peak potential by morning.

Drawing from classical sculpture, solarization, and night vision, the visuals suspended the body between strength and surrender—making recovery feel active, not passive. The message came to life through a bold OOH takeover in New York City, reminding a city that never sleeps where the real gains happen.

Role: Sr. Art Director