Secret was undergoing an evolution and wanted to make a cultural impact with a new tagline—All Strength, No Sweat. They were also slowly but surely claiming their space in the market as a brand that supported women and promoted girls finding—and sharing their strength with the world. To help them on this journey, we partnered with the US Women’s National Soccer Team’s superstar Alex Morgan and former pro player Abby Wambach to create spots the girls’ strength and potential come through loud and clear and to share advice, and encouragement with the next generation.
Secret had a new tagline—All Strength, No Sweat—and needed help showing the world they owned it while making a cultural impact at the same time.
As a swimwear start-up with a bold vision of inclusive beauty, but little money, Chromat motivated us to confront the clichés of beauty with an uncompromising new set of “Pool Rules.”
VitaminWater was a runaway, but niche success. With big ambitions, our idea was to change its image from “health drink” to an alternative to “big soda.” To do that, we challenged people not to just try something different but to be different and celebrate it.
Everyone talks about wellness but for some reason, it’s not part of the conversation surrounding periods. We changed this with Kali’s new “Bring Wellness Full Cycle” campaign.