AG1
AG1
At AG1, I helped shape how one of the world’s leading wellness brands showed up in culture, from major product launches to integrated campaigns and partnerships. Leading from concept through execution, I helped turn brand strategy into creative ideas built to travel across every touchpoint.
AGZ Launch
✧ Challenge
Launch AG1's first major product expansion, taking a brand synonymous with mornings into the nighttime routine.
Social Film
TV
TV (product)
✧ Concept
A campaign built around the simple idea that better rest starts by turning of the day.
Partnership
Bringing trusted sleep experts into the campaign to add credibility, education, and a human voice to the launch.
✧ Role
Creative Direction, Art Direction, Concept Development
AG1 x Alchemist Labs
✧ Challenge
Build trust in a category where consumers are increasingly skeptical of what’s actually inside their supplements.
✧ Concept
The Proof Behind the Scoop.
Turn AG1’s rigorous third-party testing into a human story about the science and standards behind every batch.
✧ Role
Creative Direction, Art Direction, Concept Development
Film
AG1 x Golf Digest
✧ Challenge
Find an authentic role for AG1 at the U.S. Women’s Open, rooted in the brand’s world of morning rituals and everyday performance.
✧ Concept
Keepers of the Green.
Women make up less than 2% of the turfgrass workforce. We spotlighted the all-female crew rising before dawn to prepare the course, celebrating the unseen people behind peak performance.
✧ Role
Creative Direction, Art Direction, Concept Development