Humann
An established brand with a rich founding story in academic research in need of a rebrand to expand target addressable market by expanding into new categories and consumer segments.
Driving growth with omnichannel digital & traditional marketing.
Consumer research showed immense opportunity for growth beyond the brand's legacy 55+ audience. The heart of the ambitious rebrand lay in building a framework to relate to 35+ audiences while not losing the base.
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The rebrand's roots stemmed from strategic concepts around longevity and aspirational living through cardiovascular health for all ages.
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The result? Turning a sleepy "heart health" supplement category into a modern, relatable solution for sports performance, heart health and longevity.
Campaign Concept
The brand heavily relies on TV & streaming broad reach commercial media to drive response on e-commerce and their growing retail footprint of nearly 40,000 doors.
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The 2026 rebrand video campaign features an array of strategic brand communications from lifestyle to authoritative doctor testimonial to developing trust through the brand's founding story with The University of Texas.
This is Modern CV Health​
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Director: Cameron Dutra
Executive Producer: Jacob Rosenthal
Client Producer : Andrew Kmiec
Creative Agency: Creech
Production: Sawhorse LA
Dr. Davis
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Director: Andrew Kmiec
Executive Producer: Jacob Rosenthal
Client Producer: Cameron Dougan
Production: Sawhorse LA
Performance Started Here
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Creative Director: Andrew Kmiec
Executive Producer: Cameron Dougan​
Copywriters: Andrew Kmiec & Cameron Dougan
Production Team: Sawhorse LA
Rori
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Director: Andrew Kmiec
Executive Producer: Cameron Dougan