life : curated

Recent Work

Stop Vitamin Cruelty

Our PSA and the accompanying 360 campaign helped consumers understand the value of their vitamins.

In the stodgy world of vitamin beverages, ACTIVATE is a challenger brand. But as the innovator of twist cap technology, ACTIVATE keeps the vitamins sealed away until you twist it open. “Stop Vitamin Cruelty” revolves around a faux movement that urged health-conscious consumers to stop subjecting vitamins to the “abuse” they can suffer when exposed to water in rival enhanced beverages.

KPI: Online, Activate’s 360 campaign grossed 20% boost in Facebook likes, 80% spike in unique visitor traffic to their new website. Overall brand awareness grew 500%. Sponsoring LiveNation’s HARD Summer LA music festival netted 70K+ new consumers.


  • Role Strategist, Contributing Artist, Experience Designer

  • For ACTIVATE Drinks by 1stAveMachine / Special Guest

  • Date 2013

  • Type 360 Marketing, Integrated Campaigns, Live Nation, Digital Ads, OOH and Subway Billboards, Product Seeding

  • URL bit.ly/1wwlyRv

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