VITAL PROTEINS - IT’S WITHIN us
EVERYTHING we NEED STARTS FROM WITHIN.
Collagen and wellness brand Vital Proteins were launching their first ever brand campaign, and were announcing a brand new partnership with Jennifer Aniston (who’s a longtime fan of the brand — and their new CCO!)
While a huge brand moment for Vital Proteins, and an opportunity to share the benefits of collagen, the brand and Jennifer recognized the opportunity to share a message with deeper meaning. To heighten the spot’s emotional resonance, we created the soundtrack using sounds of wellness, building an ASMR-inspired production born from her breathing and the atmospheric sounds of her routine.
THE TEAM
72andSunny
Tahirah Edwards-Byfield - Creative Director + Writer
Maite Albuquerque - Creative Director
Tim Howman - Snr Designer
Natalie Warther - Snr Writer
Max Belin - Producer
Ali Berk - Art Producer
Josh & Xander - Directors
Lachlan Bailey - Photographer