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FOLLOW
YOUR GUT

Campaign concept + art direction.
Created in collaboration with creative agency
SISTER Global.

Health-Ade is a pioneering kombucha brand on a mission to champion gut health for all. Guided by the spirited motto “Follow Your Gut!”, they seeked to inspire individual health and happiness from the inside out. To amplify their presence in the world of wellness & functional beverages, our Spring 2021 launch unveiled a fresh identity and bold campaign that reintroduced this bubbly brand to the world by connecting with new, diverse communities.

Campaign Concept—

What does it mean to follow your gut? Trust your gut. Go with your gut. Punch in the gut. Gut instinct. When stakes are high, pressure is on, it’s now or never, we get that feeling. You know the one — instinctual, immediate, knowing. It guides us toward the decision that deep down we know is right. It’s a gut feeling. But what’s the gut got to do with it? Everything, really. Known as your second brain, the gut does way more than digest: it boosts mood, drives energy, and strengthens immunity, too. We’re only starting to understand this wonderful world inside us, but one thing is clear — nurture a healthy gut and a happy human will follow. Turns out, we’d all be better off listening to what our gut has to say. Let’s make sure it’s heard loud and clear — Follow Your Gut!

Creative Approach—Perspective: Gut Gaze

Our perspective is gut-first, and our gaze is gut-level. In our photography and anthem film, we created a distinct gut-first point of view. By employing various playful and perspective-altering camera techniques that bring the belly front and center, we depict a world where the gut takes the lead.

Creative Approach—Lighting/Setting: Booch O’ Clcok

Time is a character. Our campaign is centered around Booch O’Clock. Vibrant, feel-good light cues this distinct time of day, when kombucha can be best enjoyed — that 3pm pick me up. Natural crisp and direct afternoon sunlight creates graphic long shadows and boosts the sharpness of texture and vibrancy of color.

Creating a 3-D inner gut world—
In collaboration with Wang & Söderström

Picking up the trail of our Product Films, our Educate-Level videos zero in on each human’s inner world — a sip of kombucha brings us from the outside in to reveal what’s going on inside the gut. Playful animation unpacks 3 key aspects of gut health — mood, skin, and immunity — and how it affects the human from the inside and out.

AGENCY—

_{SISTER Global}

CLIENT—

_{Health･Ade Kombucha}

ROLE—

_{Sr. Art Director
(Agency Side)}
_

CREDITS—

_{Dream Team! :)}

_{Director: @lanashah

DP: @bennncareyyy
Steadi: @cmacdonnell

1st ad: @kennetharnoldtaylor

1st ac: @dan.muchnik

2nd ac: @chastinnoblett

Gaffer: @just_lighting

Key grip: @lukeatmenow

EP(s):

@sweetbabyjudkins

@fox.and.leopard

@alexsanchez_64

Lifestyle Photographers:

@dritch + @kalebmarshall

Still Life Product Series shot by:

@sergiybarchuk
with prop styling by:

@angelawitmore

Set: @machenmachen

Wardrobe: @mindy_le_brock

Hair: @_uncle__lee_

MU: @danadelaney
Casting: @tallulahbernardcasting

Edit: @joisediting

Post: @okaystudio
Grade: @wvrdell

Sound Design:

@_c_b_n_k_s_

Mix:

@opm.london

3D Animation:

@wangsoderstrom

Agency: @sister_global

Producers:

@imababich + @amen_ta_that

Writer: @trialanderrorr

AD: @drexy___spice

Acct Dir: @minhtu

Client AD: @cilla_the_killa_

#guthealth #followyourgut

#boochoclock #healthade}

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© 2021 SARAH DREXLER

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