Spec workSpec work portfolio. Concepts created independently to demonstrate capability. Not affiliated with or commissioned by the brands shown.
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Sustainable activewear · Spec funnel walkthrough

Girlfriend Collective

The brand

Girlfriend Collective makes sustainable activewear; their Compressive High-Rise Legging ($108) is made from 79% recycled water bottles (RPET) and 21% spandex.

The spec brief we set ourselves

Lead with the under-used “25 water bottles” hook: four static concepts, an advertorial, and a lander — sustainability wording held to exact published site language.

What this demonstrates

A signature-concept flat-lay, inclusive-sizing and value-stack angles, and on-voice brand wit — the whole funnel drawn from a single PDP.

STEP 01 — THE ADS

4 spec statics

Round 1 concepts. Click any ad to open it full-size.

Girlfriend Collective spec ad: Made From 25 Water Bottles.
Made From 25 Water Bottles.Charcoal flat-lay: 25 bottles to thread to legging (original concept).
Girlfriend Collective spec ad: Sizes XXS Through 6XL.
Sizes XXS Through 6XL.Warm cream type-specimen showing the full size run.
Girlfriend Collective spec ad: Squat-Proof. Certified. $108.
Squat-Proof. Certified. $108.Chiaroscuro spotlight, on-model deep squat.
Girlfriend Collective spec ad: Trash Looks Better On You.
Trash Looks Better On You.Surreal petrol-blue studio, suspended bottles — brand-voice wit.
STEP 02 — THE ADVERTORIAL

The editorial bridge

The story that warms the click between ad and offer.

The legging made from 25 water bottles · spec concept
Open the advertorial
STEP 03 — THE LANDING PAGE

Where the click converts

The landing page the funnel drives to.

Compressive High-Rise Legging — landing page · spec concept
Open the landing page