Overview: The goal of Natural Vitality CALM’s fall campaign was to connect with consumers through timely day-to-day stressors. The morning commute was an entry point ripe with relatable content.
The campaign hinged on Natural Vitality’s playfully commiserative yet supportive tone. Activating on a chaotic New York City bus route required creative that was simple yet attention-grabbing.
My Role: Concepting, Creative Direction, Co-Agency Management Design & Copy
CALMute Activation
Omni-channel Activation
While the hero content featured New York, the pain points were relatable anywhere. I led our agency in the development of the campaign’s creative, including a bus wrap and ‘mind spa’ installation. My internal team scaled this across our digital channels and influencers broadened our storytelling.