EXANTE

Plans & Pillars Campaign 2022

The campaign aimed to highlight three distinct consumer segments, each representing a different meal plan: Low Calorie, Mid Calorie, and Flex 5:2. Each meal plan was personified by a real member of the Exante community, making the campaign feel more personal and relatable.

We produced a series of informal interviews, bringing together selected Exante customers to share their individual journeys and experiences, both solo and in group discussions. These authentic stories provided a genuine insight into how the meal plans fit into everyday lives.

In addition to the interviews, we captured a variety of lifestyle and standalone campaign photography, making the most of the scheduled shoot day. By incorporating both video and imagery, we were able to create a comprehensive content suite that told a rich, engaging story across multiple formats.

The resulting content not only helped Exante promote its meal plans and associated products, but also allowed the brand to connect with current and potential customers through real, inspiring stories. The authenticity of the campaign resonated with audiences, positioning Exante as a brand that understands and supports individual goals, making it a powerful tool for building customer engagement and trust.

My role: Creative

Concept development
Planning & production

Behind The Scenes

Film Production: THG Studios
Creative Director: Antony Ruggiero
Creatives: Grant Holmes / Tom Davies / Oscar Masood
Lead Producer: Emma Weaver
Lead Video Director: Ryan Goodman
Photography: Ben Wedderburn / Carrie Furnell
Stylist: Ziahana Farndale
Food Stylist: Lyubomira Pobornikova