A Different Conversation
Created a campaign platform that reimagined how moderation could be marketed within the legal constraints of the alcohol industry.
Traditional wellness messaging often relies on direct health claims and aspirational clichés, both challenging territory within the highly regulated alcohol industry. Healthy-ish used visual puns, playful storytelling and lifestyle photography to create a more approachable conversation. What began as a seasonal campaign evolved into a recurring platform that replaced category clichés with a more social and engaging point of view.
Integrated Campaign • Photography Direction • Retail Activation
