“Supercharge your health” - Blueshift Nutrition
What does running, skiing, and yoga have in common - OUCH - aka joint impact. Using this insight we position our Turmeric product for runners, snow sports enthusiasts and yogis alike - people who are “amatuers” i.e. people who do this stuff cause they love it but it takes a toll on their body especially post their 30’s.
Turmeric is a widely used spice and a loved ingredient for good-for-you beverages alike. We wanted to create a connection between it and inflammation support post-workout and frame Blueshift Nutrition as your active lifestyle partner
The below video is the founding story of Blueshift where Paal (also an amatuer skier himself) talks about what led him to create a product line and a brand - wanting to ski with his family deep into his 90’s. We started with this hook to bring the consumer in to our journey of building this company from scratch and crafted a human interest moment to drive interest. We break down what goes into the pods and why we employed them as well showcasing the plant-rich nature of the formulations.
“TASTE YOUR DREAMS” Summer Campaign
"We married taste appeal with the ambition to make the most of each day with our 'Taste Your Dreams' campaign.”
The creative, which features mouth-watering imagery of a Draft Latte in a café cup next to a Draft Latte can, highlights the café-like experience consumers can get when they pop open a can. The taglines, Taste Your Frothy Cold Brew Dreams, A Cloud of Cold Brew Daydream, and Frothy Boost of Cold Brew Joy, speak to the aspirational drinking occasion. Whether it's a strong morning run, check-in from a friend, or a delicious Draft Latte, this campaign is designed to embrace moments that elevate the mind and mood of the consumer.
“BREW JOY” DTC Holiday Campaign - Roasted Coffee
Creating comfort
During this stressful time in our cultural past, we focused on how a simple and warm beverage like coffee can create a cozy and safe feeling.
Imagine this - after many months of being on lock down during the pandemic, working in not-so-great but at least remote conditions, my team is asked to come up with a holiday campaign. This was for our DTC channel specifically, as it was shattering expectations and saving the otherwise struggling business which depended on cafes, wholesale clients like American Airlines and Four Seasons, and grocery store traffic. Stakes were high.
Team partnered with (at the time) Facebook’s (now Meta) emerging Creative Team to come up with a strategy and concept for an authentic campaign that connected with our audience - people like us - cooped up, most likely not traveling or seeing family for this joyful occasion, and frankly far from joy. How can we create a spark? How can we stop the scrolling? Why should people care about coffee right now?
We found “Brew Joy” via this idea of a solitary, quiet, but cozy and wonderful appreciation of Winter from the northern European concept of “HYGGE” (hyoo·guh) and leaned all the way in with ASMR coffee pouring videos, glorious visuals of coffee mixing with milk, and warming illustrations.
