Youtheory turmeric
WHAT WE DID
Vitamin and supplement company youtheory® launched a turmeric supplement, but faced the challenges of establishing credibility in a saturated wellness market and becoming the preferred option over long-trusted home remedies. With youtheory® Turmeric Extra Strength, they wanted to target active consumers and give them the confidence and freedom to keep doing what they love (whether in motion or in recovery) without the worry of slowing down.
Creative Concepting
Photo & Video Production
Paid Media
Creative concepting
Joint discomfort sounds like grunts, heavy sighs, the occasional “whew,” and constant cracking and popping. Our concept, “The Sound of Relief,” empowered people to imagine what relief would sound like…but the twist was: relief didn’t always have to sound like silence. It sounds like the instrument you loved to play, a ball hitting a tennis racket, your shoes hitting the pavement on a run, and so much more. It sounds like an active lifestyle— whatever that means to you.
Photo & Video production
For motion, we took a humorous, social-forward editing approach by splicing together clips of middle-aged athletic consumers making different sounds as they either ran or played pickleball. Tight shots of different pain points and uncomfortable facial expressions showed what exercise was like without the product. Then we used fast cuts and TikTok-style transitions to swap over to another version of the person thriving and enjoying the experience after taking the supplement. Sound design was a primary storytelling element, as the noises of joint discomfort contrasted with amped up sounds of beating your personal best on the court and peaceful sounds of a morning hike.
We opted for a slightly polished look, given our focus on paid social, and to ensure the product breaks through on feed. Filming outdoors gave a more authentic look with bright natural light, only enhanced by side-lights to embrace sun flares and playful shadows.
Paid media
We produced both static and motion assets that were used across Meta (Facebook), Instagram, YouTube, and Pinterest. Each image had primary and secondary product messaging that detailed key ingredients and benefits.
