Storytelling that challenges convention

Swim Stories

Speedo

Speedo is on a mission to be the number one swimwear brand in the world. Swim United is their global brand platform to open up swimming to everyone.

However on Instagram, they were only appealing to male, white, professional swimmers. Nothing wrong with that but they had to change the narrative in order to appeal to new audiences. 

My swimming journey started when I was about six years old, and I remember you know, going to class at school and being the only person of colour  Minreet Kaur 

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Swim Stories is a curated editorial approach that shines a spotlight on how normal people are swimming in 2022. It’s also an honest viewpoint from from diverse groups of swimmers that doesn’t shy away from uncomfortable topics.

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I’ve changed careers to help break down a taboo and teach Asian women how to swim  Minreet Kaur 

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It’s a simple, engaging, repeatable narrative that Speedo could own on their social channels. We provided art direction and guidelines.

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And it works. Speedo continues to add to the series.

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I had lessons at school, but I hated them. I remember I used to lie and say that I was on my period all the time so that I didn't have to get in. It’s funny looking back because now you can't get me away from the ocean, I always want to be near water  Rochelle Clarke

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Studio: The Smalls / Creative Direction: Chomoi Picho-Owiny / Director: Anda Teglas / Account Director: Charlotte Knightley

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Chomoi Picho-Owiny
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