Trusted ingredients, new lineup

Launching Nutrilite™ Herbals

🌿 💐 🌱 ☀️

How do we convince people that our plant ingredients are more pure and effective than others?

Known around the world for their “organic before it was a thing” mentality, traceability of ingredients, and plant-forward formulas, Nutrilite™ Organics wanted a campaign that communicated this brand story and more to launch their new Herbals line. Focusing on the insight that their audience was already familiar with the botanicals featured in these products, we wanted to communicate how and why our products delivered better benefits. We took the brand narrative a step further down with our Rooted in Purity campaign.

We dug into (I know) the concept that the very soil these ingredients are grown in is richer with nutrients than anything competitors can offer, since the brand owns a good amount of the organic farms from which the plants are harvested. This leads to plants that are more pure, and therefore more potent and effective as ingredients.

A whole production

I managed my team at Amp, concepted and wrote scripts with Madeline Muller, and oversaw campaign development, sold it all in to the clients, and oversaw all of pre-production including but not limited to reviewing director bids, location selection, casting, wardrobe, hair and makeup, and building the shot and prop lists.

Then, the fun began. We brought Rooted in Purity to life via a production with a budget around $1M. Partnering with director Dustin Devlin of Vagrants, we created five videos (hero shown to the right) and captured 85 stills over the course of a five-day shoot around beautiful, lush Charlotte, NC during a very hot early fall season.

ACTION

On set, my role was to oversee and approve all video and stills, delegate responsibilities to our internal team, and hang out with our client partners, convincing them to trust the vision and that we can work magic in post.

Lastly, in post, my role was to oversee and approve all deliverables including the videos and stills, landing page, product pages, emails, campaign toolkit, sales guide, and more that I’m forgetting after shepherding everything through editing, retouching, VO casting, execution, and client consideration.

The best part? Most of this happened within my first three months of working at Amp. The other best part? Three of the four products we shot never even launched; most of the products you’re seeing on this page were photoshopped or edited into our original captures.

Oh I think they like me

Our client satisfaction survey came in at 12/10 🎉, an enormous accomplishment for this (or any) account.

This project was a big one, but I learned how to manage a large team, how to earn client trust from the get-go, and how glad I am that I developed the ability to roll with the punches a long time ago.

Peep an on-set BTS photo of me at the end of this slideshow where I look very proud of myself.