Aloha microbiome
Nutrilite™ Begin 30™ Holistic Wellness Program
The next big thing in wellness? Tiny bacteria
A balanced microbiome might just be the key to whole-body health. Nutrilite was ready to break through the buzz with their science-backed Begin 30 Holistic Wellness Program that builds healthy habits over the course of thirty days for lasting results.
Stand out, together
The program debuted in North America, so the team at Amp started there. After leading concepting for branding and for the high-level launch campaign, I moved on to creative direct subject-level educational videos for the app.
The visual challenge for these videos was figuring out how to make them feel distinct while jiving with the North American campaign videos. The rest of the challenge was how to distill the amount of information in them while making sure the videos were engaging, clear, and primed for localization.
Sh!#, well done
Our solution was to bring in b-roll nature footage shot on location in Hawaii during the North America launch shoot to break up talking-head style studio footage (with the help of Vagrants and Don’t Blink, respectively).
This strategy let us nod to the launch campaign while defining and finessing our own design system that supported more complex and lengthy narratives and could work across a handful of languages. I also creative directed a series of infographics to live with these app videos, including the one shown here that is possibly the highlight of my career to date.
PIVOT
I read somewhere that these types of case studies and portfolios should only discuss the positives, like how my brilliance saved the day and all that. However, I’d be remiss to omit all the pivots, shifts, and changes that our teams weathered. This project was a huge business priority for the client, which meant lots of stakeholder eyes and parallel pathing on their end. Which then meant lots of changes to terminology, what we were showing and how we were showing it, what information needed to be included where, and many more things evolving faster than any of us could keep up with.
The most devastating impact all these pivots had was that after I personally directed, produced and starred in b-roll footage in Hawaii, it never saw the light of day. But since this is my website, there are a few select bits below that I did have to pull from proxies which is why they look like that.
Gut with the program
Begin 30 was so successful that it saw double the average number of participants, in any program company-wide, in just the first two weeks after launch. That’s a lot of balanced microbiomes!
TLDR
I did back-to-back shoots in Hawaii and Minneapolis to pull together an astounding amount of content with a complex living situation.
Production Content localization Design systems Pivots