Calmute Activation

The goal of Natural Vitality CALM’s fall campaign was to connect with consumers through timely day-to-day stressors. We arrived at the morning commute as an entry point ripe with relatable content.

Breaking Through With Brand Voice

The campaign hinged on Natural Vitality’s playfully commiserative yet supportive tone. Activating on a busy New York City bus route and social media required creative that was simple yet attention-grabbing.

While the hero content featured New York the pain points were relatable no matter where a consumer lived. I led our agency in the development of our hero content, including a city bus wrap and ‘mind spa’ installation. My internal team scaled this across our digital channels and influencers broadened our storytelling.