SMARTLAPSING?
We’ve got you.
SmartyPants Vitamins aimed to boost brand awareness and connect with consumers by showcasing how their premium nutrients can empower people to conquer even the inevitable #SmartLapsing moments – relatable lapses in focus that happen to everyone. My creative strategy leveraged humor and real-life scenarios to build a strong emotional connection with the target audience. I developed engaging scripts, sourced a talented production team, and secured the perfect filming location to bring the campaign to life. As the voiceover artist, I further solidified the brand identity and message. From concept to execution, I spearheaded the creative direction, fostering seamless collaboration between internal and external teams. This ensured a cohesive campaign that effectively positioned SmartyPants Vitamins as a key player in supporting daily cognitive wellness.
DADS RULE
Happy Father’s Day
For SmartyPants' Father's Day launch of Men's Complete in Target stores, I crafted a creative strategy aimed to drive brand awareness and purchase intent while capturing the heartwarming essence of dads being everything to their kids. I took the lead on writing the script, sourcing the production team and location, and even cast my husband as the featured dad! Adding another layer of emotional depth, I secured the talents of musician David Hamburger, who rearranged "Jolly Good Fellow" into a perfect tear-jerker to accompany the story. Throughout the project, I managed communication across all teams (internal & external) to deliver a clear, creative, and impactful video that led to increased sales and brand loyalty.
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PRINT
PRODUCT
An arsenal of headlines to have at the ready.
BILLBOARDS
Spreading the health outdoors
“Lauren’s brand of humor is a form of compassion. She understands the beautiful predicament we are all in. And she’s super funny, which makes for a
powerful humanizing force.”
-- Clay Nichols, V.P. Brand, Smarty Pants Vitamins
