Owned Brands Campaign

Challenge

After a packaging redesign, Walgreens' private label health and wellness line needed a campaign to match its new ambition.

Solution

Creative directed "Powered by W" from strategy through execution — a campaign with a clear point of view. Paired an electrifying headline with photography of strong, active women who don't just look well, they look unstoppable. Defined the creative platform and led the work across programmatic, site, social, OLV, and DCO.

Impact

A significant visual upgrade for the owned brands category and proof that private label creative doesn't have to feel like private label creative.

Role: Creative Director

Initial moodboards and comps