I helped orchestrate the development of the Vital Proteins “Wellness is Vital” campaign, featuring the iconic Jennifer Aniston. The campaign layered glimpses into Aniston's daily routine, highlighting how Vital Proteins fits into her holistic wellness journey, nurturing mind, body, and spirit. The campaign also introduced a new line of collagen bars, created in collaboration with Aniston herself.

Key responsibilities included providing campaign concept and design feedback to our agency creative partners, art directing the photoshoot for the product portion of the campaign, providing retouching feedback for 50+ Jennifer Aniston and influencer assets, overseeing the creation of the campaign toolkit and guidelines, and integrating the assets into our campaign marketing deliverables including OOH, social posts, digital banners, and retail POS.