CB.
Chad Baird
Creative Director
Selected work/Battle of the Breasts
Lead creative direction / Campaign, film & event

Battle ofthe Breasts.

A community mission carried through identity, film, social media, apparel and the event experience.
Watch selected films ↓

My role
Founder & Event Director
Overall creative vision & direction
The brief
One creative direction across film, campaign and the live event.
Delivery & scale
Published films · Identity · Social · Apparel
2025: 30 competing teams · 40-person event team
CAMPAIGN OVERVIEW / EVENT MEDIA KITSELECT AN IMAGE TO EXPLORE
BATTLE OF THE BREASTS / SELECTED WORK
The project
Battle of the Breasts identity
Event identity / No One Fights Alone

One creative vision.
Across the entire experience.

The creative challenge is to bring the energy of a fitness competition together with a deeply personal cause. As founder, event director and creative lead, I set the overall look, feel and creative direction for the entire production and event. The filmmakers, videographers and editors worked from that shared vision, carrying the same creative tone through film, social content, apparel, sponsor materials and the event environment. “No One Fights Alone” gives the work a common message.

My role

I set the creative vision, look and feel for the entire production and event. Filmmakers, videographers and editors executed their work within that direction.

The key decision

Carry one creative tone and the “No One Fights Alone” message across the films, campaign, apparel and physical event.

The delivery

Published event films, community stories, social creative, participant communications, apparel, sponsor materials and the live-event experience.

01 / Film, media & production

Give the mission
a human voice.

I established the creative look, feel and direction for the full production. Our filmmakers, videographers and editors translated that vision into event highlights, personal stories and short campaign films. The same creative tone carries through the video work and the event itself, connecting the energy of the competition with the people and purpose behind it.

Event film / 4:09

Battle of the Breasts 2025 | Official Event Highlights

The official 2025 highlights bring together the athletes, moments and community behind the event.

Watch on YouTube ↗
Origin story / 7:32

How Battle of the Breasts Began | Ashley Baird’s Story

Ashley Baird’s story introduces the personal experience behind the mission.

Watch on YouTube ↗
Short campaign film / 0:32

Women Fighting for Women | Battle of the Breasts 2025

A concise expression of women showing up to support women.

Watch on YouTube ↗
Short campaign film / 0:20

Every Rep Has a Reason | Battle of the Breasts

A short connection between the competition and the reason behind it.

Watch on YouTube ↗
Set the visual direction

I established the overall look, feel and creative tone for the production, campaign and event.

Direct the contributors

Our filmmakers, videographers and editors carried out the filming and editing within the creative direction I set.

Carry the vision through

The same direction connects the published films with the identity, social media, apparel, signage and live experience.

Explore the Battle of the Breasts YouTube channel ↗
02 / The identity

A strong mark.
A shared message.

The ribbon sits at the center of the identity, connecting bold lettering with the cause behind the event. Pink, black and white create a consistent foundation; distressed textures and handwritten accents bring the energy of competition into the system.

Brand system / Logo, color, typography & applications
01 / RECOGNITION

The ribbon as the anchor.

A central symbol connects the wordmark, badges and smaller applications.

02 / ENERGY

Bold type. Human touches.

Condensed lettering, brush strokes and worn textures give the identity its event-day character.

03 / PURPOSE

No one fights alone.

A consistent message links the competition to the people and community it supports.

03 / Campaign & social media

Turn the energy up.
Keep the information clear.

Social media creative carries the event identity into the campaign, connecting the cause, community and competition. Workout graphics extend that system into athlete communication, bringing together workout names, division details, movement symbols and standards. Each piece has its own color and character within the wider event identity.

Rack Attack / Workout communication
Pace Your Pair / Division communication
Beyond the screen

Give the event
a visible welcome.

Feather-flag concepts extend the same ribbon, brush marks and typography into wayfinding and on-site messaging. Welcome, raffle and community-impact messages belong to the same visual family.

Feather flags / Event signage concepts
04 / Apparel

A message people
can wear.

The shirt artwork moves between the full event identity and the “Stronger Together” message. Pink and black versions share the ribbon, distressed lettering and handwritten expression, with different arrangements for the front and back.

Pink apparel / Front & back artwork presentation
Black team apparel / Artwork presentation
Stronger Together.

A recurring message across the shirts, campaign graphics and community stories.

05 / The people behind the purpose

Make room
for the human story.

Recipient spotlights bring the focus back to the women supported by the event. A consistent layout holds personal photographs, individual stories and a support message, connecting each piece to the wider campaign while giving each person her own space.

Juanita / Community spotlight
Sydni / Community spotlight
Liz / Community spotlight
Corina / Community spotlight

Select a spotlight to view the complete design.

06 / The event experience

Carry the identity
into the room.

The floor concept explores how the campaign can become a physical environment: a central backdrop, branded perimeter banners, pink lane markings and a clear competition layout.

Event environment / Floor concept rendering
Environment concept

The rendering brings the layout and visual direction together before the event. The same pink accents and identity connect the competition floor to the campaign and apparel.

Community / Event day
The community behind the creative

People give
the work its purpose.

The visual system supports something personal: people showing up for one another. The community photographs keep that connection present alongside the designed pieces.

07 / The digital home

One place to
join the effort.

The website carries the event identity into a central place for the cause, competition information and ways to participate or support.

Website / Design presentation
The delivery

One creative vision.
Carried through production.

The finished work connects the mission to the experience: films give it a human voice, campaign materials carry the message, and apparel and event graphics bring the same identity into the room. My responsibility was to establish that direction and lead the creative work across those mediums.

Next project / Apparel · Concepts · Brand applicationsBalance of Nature