SmartyPants Vitamins
An ever-evolving brand with evolving creative that required efficiency-at-scale to support omnichannel marketing from connected TV to out-of-home to paid digital & social.
Driving growth with omnichannel digital & traditional marketing.
Performance digital marketing came together with traditional marketing tactics like out of home, radio, TV and partnerships to generate high growth in competitive markets. Irreverent, bright creative lightened up a Times Square subway station takeover and billboards in Los Angeles and other target markets throughout the campaigns.
Campaigns
"Healthier Tomorrow"
While strange times were unfolding for us all, the creative team set out to create a campaign that captured human re-connection in the wake of the COVID pandemic lockdown, as we all returned to life as we once knew it. This campaign was a tentpole connected TV spot with several alternate edits for social media.
Director: Tati Barrantes
Executive Producer: Blake Behnam
Client Producer: Andrew Kmiec
Creative Director: Emily Cobb
Copywriters: Clay Nichols & Courtney Bailey
Production Team: Sawhorse LA
Because 2.0 - Anthem
Because 2.0 - CTV Hero
Because 2.0 - Social "Multifunctional"
"Because 2.0"
Filmed in the midst of the COVID pandemic lockdown required the creative team to, well, get creative on how we would film and accomplish a human-centric video about the struggles of maintaining our health, connection and sanity along the way. The result was a heartwarming piece with minimal crew assisting talent self-filming their lives unfolding in solitude.
Director: Tati Barrantes
Executive Producer: Blake Behnam
Client Producer: Andrew Kmiec
Creative Director: Emily Cobb
Copywriters: Clay Nichols & Courtney Bailey
Production Team: Sawhorse LA
An evolving identity
While later projects focused on a more raw, authentic humanity, a shift in brand identity and communications alongside the tonal shift in culture and our perceived values with the COVID pandemic, earlier projects were more irreverent—utilizing bright colors and quirky, almost surrealist, moments that lived in a world that the brand itself seemed to manifest.
"Because"
The first, more lighthearted, iteration of the "because" campaign that brought to life the rigors of balancing a stressful, multifaceted life. The solution: a multivitamin that works as hard as you do, every day.
Director: Tati Barrantes
Executive Producer: Blake Behnam
Client Producer: Andrew Kmiec
Creative Director: Emily Cobb
Copywriters: Clay Nichols & Courtney Bailey
Production Team: Sawhorse LA
Manifesto - "Anthem"
Manifesto - "Innovation"
Manifesto - "Transparency"
"Manifesto"
The "Manifesto" series was the brand's first big foray into connected TV and a true omnichannel campaign. Production took place over 7 days in Los Angeles and resulted in 18+ videos for connected TV & social and several hundred still photos that would be used for out-of-home, digital banners and social media. It was truly a testament to "more = more" where a massive amount of content was captured for maximum impact.
Director: Tati Barrantes
Executive Producer: Blake Behnam
Client Producer: Andrew Kmiec
Creative Director: Emily Cobb
Copywriters: Clay Nichols & Andrew Kmiec
Production Team: Sawhorse LA