LIVE LIGHTER WITH CORE

Creative Director | Hero Product Campaign & Full Funnel Creative Strategy

For Keanto, I led the creative strategy, campaign creative direction, and production for the brand’s Core supplement “Live Lighter” hero product campaign. This campaign was designed to help the brand stand out in an increasingly saturated supplements market while creating stronger strategic focus across their product portfolio.

The brand faced several growth challenges, including limited media spend, fragmented product marketing, unclear messaging hierarchies, and creative that felt overly polished and disconnected from real customer personas. My role was to help reposition the brand around a clearer hero product strategy while developing a more scalable and audience-driven creative ecosystem across brand and performance marketing.

I led strategic workshops with the founders to refine:

• messaging hierarchy and positioning

• hero product strategy

• audience personas

• full-funnel communication strategy and performance marketing direction

Beyond strategy, I also led the end-to-end creative production process for the campaign, from concept development through execution. This included;

• building the production plan

• developing the shoot concept and narrative

• directing the Amsterdam shoot

• sourcing locations and talent

• briefing crew (photographer, videographer, MUA, stylist)

• commissioning UGC creators to produce persona-led content aligned with the campaign narrative

I also developed:

• creative concepts and design briefs for paid social ads

• persona-driven messaging frameworks

• organic content direction

• and a Meta testing framework supported by a structured monthly ad production cycle

The campaign shifted the brand away from generic, studio-led supplement advertising towards more relatable and insight-driven storytelling tailored to distinct audience segments, including:

• busy mothers

• young professionals

• and women experiencing digestive and gut-related skin concerns

Core became the brand’s primary campaign focus between March and May, supported by a streamlined hero product strategy featuring a maximum of three promoted products per month.

The campaign contributed to:

• increased customer acquisition

• increased ROAS and more purchases

• reduced and more stable CAC

• improved creative diversity across brand and performance assets

• premium visual identity

• unified messaging direction across the brand’s digital ecosystem