Calibrate is a high growth, fast paced startup defining a new category of weight loss through improved metabolic health. As VP, Executive Creative Director, I led the strategic and creative work to support the mission of “changing the way the world treats weight.” Creating successful brand awareness and performance focused campaigns for TV, paid and organic social, lifecycle marketing and a website refresh, creating a premium look feel and voice across all consumer touchpoints.
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It’s a challenge to develop work for a new tech health company that is science backed living in an emotional category. To help build the brand, we told member stories, surprised with unexpected television executions, created fact driven Facebook ads, designed breakthrough email campaigns, established a TIkTok presence, created compelling communications about the program with lots of moving parts.
Partnering across brand and growth teams, we created performance driven, brand awareness and advocacy campaigns.