VITAL PROTEINS

Q1 2023 Campaign

Vital Proteins, a wellness brand under Nestlé, offers collagen-based products designed to support skin, hair, nails, and joints. Initially popular among athletes, the brand has recently expanded its appeal to a broader consumer base. For the Q1 campaign, the client aimed to tap into the New Year’s motivational mindset, positioning the collagen range as part of a holistic wellness journey.

The deliverables included a photography suite showcasing the hero products, alongside videos demonstrating their preparation and consumption, reflecting the brand’s focus on overall well-being. The campaign was designed to resonate with audiences across multiple regions, including the UK, Australia, Germany, France, and the Netherlands, ensuring regional consistency through careful translation and retouching.

To further amplify the campaign, a comprehensive creative toolkit was developed, enabling effective e-commerce promotion and paid media activity across all markets. This approach allowed Vital Proteins to engage both new and existing customers, educating them on the benefits of collagen supplementation while reinforcing the brand’s commitment to holistic health and wellness. The campaign successfully highlighted the versatility of Vital Proteins’ offerings, creating a cohesive and impactful message that resonated globally.

My role: Lead Creative

Campaign & concept development
Planning & production
Creative & art direction

THG Studios Production
Creative Director: Antony Ruggiero
Creative Lead: Oscar Masood
Producer: Hepzi Dagnall
Photography: Ted Holehouse
Senior Videographer: Dan Gianini
Lead Social Videographer: Jack Grehan
Video Editor & Animation: Caoimhe Campbell / Hannah Crane

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