ART DIRECTION & CREATIVE DIRECTION
ART DIRECTION & CREATIVE DIRECTION

UNREAL SELF-CARE

UNREAL SELF-CARE

UNREAL SELF-CARE

PROJECT
Social Media Campaign
Client
NATURE MADE
NATURE MADE

This campaign was built around a cultural moment: social media had reached peak obsession with exaggerated self-care. Influencers like Ashton Hall were going extremely viral for showcasing flawless, aesthetic, almost choreographed versions of “wellness” - routines most people simply couldn’t relate to.

For Nature Made’s line of gummies, we used this moment to flip the narrative. The work combined paid social assets with an influencer program, both unified under the creative wrapper UnReal Self-Care. The idea highlighted the contrast between these hyper-produced routines and the honest, achievable moments that actually fit into real life. The campaign tagline “Self-Care Made Easy” tied the message directly back to the simplicity of Nature Made Gummies.

Both the paid media and influencer program surpassed KPIs, with the influencer work becoming a key performance driver for the campaign.

This campaign was built around a cultural moment: social media had reached peak obsession with exaggerated self-care. Influencers like Ashton Hall were going extremely viral for showcasing flawless, aesthetic, almost choreographed versions of “wellness” - routines most people simply couldn’t relate to.

For Nature Made’s line of gummies, we used this moment to flip the narrative. The work combined paid social assets with an influencer program, both unified under the creative wrapper UnReal Self-Care. The idea highlighted the contrast between these hyper-produced routines and the honest, achievable moments that actually fit into real life. The campaign tagline “Self-Care Made Easy” tied the message directly back to the simplicity of Nature Made Gummies.

Both the paid media and influencer program surpassed KPIs, with the influencer work becoming a key performance driver for the campaign.

PAID MEDIA ASSETS

Polished motion assets presented the gummies as the opposite of perfection culture: a low-effort, realistic way to support your wellbeing without needing to perform self-care.

INFLUENCER PROGRAM

Influencers were encouraged to interpret the concept in their own style — from parodying over-the-top routines to using metaphors or humor to show what real self-care looks like for them. A standout example came from the POV husband creator, whose exaggerated “perfect husband self-care routine” reached 11.6M organic views.

POV Husband played with over-the-top self-care: staging an extravagant picnic for his wife and rotating dishes dedicated to Nature Made Gummies.

Engineer and mechanic @f1elly used a simple metaphor to bring the idea to life: showing how maintaining her car mirrors how she takes care of herself.