And Bodie Larden.
Nicole McPherson, known as Move With Nicole on YouTube, and performance coach Bodie Larden, have launched a global fitness platform called Bace in a campaign via independent creative Dirt.
Dirt led the conception, positioning, and creative rollout of the Bace brand, overseeing naming, strategy, visual identity, creative direction, content production, and website design and development.
“The vision from Nicole and Bodie was clear from the outset,” Dirt co-founders Alessia Murer, Lou Wright and Amber Dempsey said.
“The community has enough to contend with already; they don’t need more things that feel hard or unattainable. They need a brand that feels permanent and built for real life.”
As Bace rolls out globally, Dirt said its broader mission remains focused on building brands with long-term cultural relevance rather than short-term visibility.
McPherson said the partnership represented an opportunity to evolve her audience into a broader long-term wellness ecosystem.
“We wanted to cry when we saw the work,” McPherson said.
“Dirt are ridiculously talented and completely blew us away. Their skill and, most importantly, their heart shows so much in the work they do. We feel so lucky that they believe in the brand as much as we do.”
