More herbs, more fun

Nutrilite™ Herbals Phase Two

Expanding a blockbuster lineup

Time flies when you’re talking about vitamins. After a super-successful launch campaign for Nutrilite™ Organics Herbal supplements that resulted in over one million dollars in sales per month for an entire quarter, we extended our Rooted in Purity campaign to include three new products, including their first-ever sexual wellness supplement with – get this – horny goat weed.

The moodier the better

Because the initial campaign and work was so well received, the client was hesitant to make any significant changes. For the sake of continuity, my team at Amp agreed. However, we couldn’t help ourselves so we sold in an evolution of the concept: Rooted In Purity With A Tactile Touch.

We leaned into plant-ingredient textures to lend a truly immersed-in-nature feel that aligned with the brand’s core reasons to believe. Because of the nature of the horny goat weed product, we also leaned into a moodier, softer aesthetic to get a little bit of romance in there. We then brought it all to life in partnership with Josh Goleman and Take Care.

Proliferation

We once again headed to a very hot on-location set, this time in fields outside Austin, TX. I worked with Dave Salafia to art direct and oversee stills capture. I successfully pushed the client to experiment with more authentic expressions, instead of their go-to camera-aware cheesing, which was a big win.

I also managed and directed every aspect of this project from concept to completion, including leading a competitive audit, developing and building out multiple campaign ideas, leading the production process from bids to delivery from a creative perspective, retouching, emails, product pages, and making 1000 decks and leading 1000 presentations for clients, production partners, and client and production partners to sell in various visions, plans, and ways forward.

Hot and popular

Through it all, I successfully balanced a need for consistency across the brand with a desire to push creative aesthetically, resulting in 1000 pieces of content that feel fresh without rocking the boat too much. I was able to earn new clients’ trust through providing solutions, strategic thinking, and general creativity – even while sweating through three outfits in Texas.