Vital Proteins / 2022

Wellness Is Vital

Film, photography and launch work for Vital Proteins, including Jennifer Aniston’s protein and collagen bars.

Vital ProteinsCreative direction72andSunny2022OLVSocialOOH

Contribution: Creative direction / 72andSunnyCreative direction across film, product launch, city media and community work. Within 72andSunny, alongside campaign creators Alexandra Perpich and Michele Jaret, Gregory A. Shadwick and the wider team.
Scope: Campaign creative
Film + photography
Product launch
Outdoor + digital + social

Every Moment Is Vital

Damien Chazelle directed the film, with music by Justin Hurwitz. Cass Bird photographed Jennifer Aniston. The work appeared across film, photography and digital placements.

A montage of Jennifer Aniston, personal ritual imagery and Vital Proteins campaign typography — Every Moment Is Vital / campaign artwork / 2022

Wide Vital Proteins digital campaign creative featuring Jennifer Aniston, collagen peptides and the line Two scoops, sip, repeat — Digital placement / widescreen

Square Vital Proteins digital ad pairing Jennifer Aniston with collagen peptides and the line Mix, sip, repeat — Digital placement / 300 × 250

Tall Vital Proteins digital ad pairing Jennifer Aniston with a protein bar and the line Raising the bar on wellness — Digital placement / 160 × 600

Leaderboard Vital Proteins digital ad showing Jennifer Aniston, a protein bar and the line Wellness is Vital — Digital placement / 728 × 90

Product launch

The Jennifer Aniston protein and collagen bars launch included outdoor on La Cienega Boulevard, direct mail and retail placements.

Every Moment Is Vital and Jennifer Aniston protein bar creative wrapping a building on La Cienega Boulevard — Every Moment Is Vital / La Cienega Boulevard

Vital Proteins collagen peptides and Jennifer Aniston protein bars arranged as a product still life — Jennifer Aniston protein bars / product launch

Closed and open Wellness Is Vital direct mail kits with campaign photography, product cards and a QR code — Product launch / direct mail

Wellness Is Vital magazine advertisement featuring Jennifer Aniston and collagen peptides available at Walmart — Product launch / Walmart

Wellness Is Vital

Creator stories included Silvy Araujo, Chase Tucker and Iskra Lawrence, each sharing their own approach to wellness.

Silvy Araujo at golden hour beside a Vital Performance shaker — Wellness Is Vital / Silvy Araujo

Chase Tucker smiling with a Vital Performance protein bar — Wellness Is Vital / Chase Tucker

Iskra Lawrence smiling in a kitchen beside Vital Proteins Marine Collagen — Wellness Is Vital / Iskra Lawrence

Wellness Is Vital posters featuring Jennifer Aniston and Vital Proteins products installed on a city street — Wellness Is Vital / outdoor

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