At the end of 2018, Ritual had the exciting opportunity to launch an extensive out-of-home (OOH) campaign to ring in the new year—taking over an entire subway station in New York City and several billboards in Los Angeles. The challenge? Everything needed to be completed within the span of a month.
Our small but mighty team came together and developed a concept centered around product-focused art direction paired with a simple message: Ritual’s vitamins aren’t miracle pills, but they are essential for supporting overall health, filling in nutritional gaps that people might not get from their diet alone.
In addition to the OOH campaign, we decided to extend the message through paid and organic social media, banners, and email. We even hosted an intimate breakfast at NYC’s Butcher’s Daughter restaurant for a select group of influencers.
For the OOH campaign, my role was to help determine the visual style and finalize files for technical handoff. I was solely responsible for all paid content—creating banner assets and storyboarding social ads with our animation partner, Animade.
I also led the design for email comms, including the campaign launch, breakfast invitations, and recipe follow-ups. Finally, I managed organic social content—creating intro and outro cards for Instagram stories, recipe cards for our online community, and sticker assets for use across content.
