Weight Watchers

Protein Bar Launch Campaign

Art Direction, Campaign Concept, eComm Strategy & Digital Execution

WeightWatchers launched a new line of protein bars — and our team was brought in to concept and deliver a full-funnel campaign. As Art Director, I helped develop the core creative direction, visual system, and rollout across the entire digital ecosystem.

This included a custom landing page, social assets, email, SMS, and eComm banners — plus campaign-level messaging and positioning from the ground up.

  • Co-led campaign concepting alongside copy, contributing to taglines and narrative direction

  • Developed moodboards and visual strategy for the new product line’s digital presence

  • Art directed all creative assets, from homepage and landing design to social, email, banners, and SMS

  • Helped unify messaging and visuals across eComm, marketing, and member engagement channels

My Role

We began with early-stage packaging mockups and built the campaign around the concept of fullness — both in flavor and in satisfaction. We landed on BFFL (Be Full for Longer) as the primary message hook, anchoring it in playful typography, warm and inviting colors and editorial-style layouts. We extended this system across all campaign assets to maintain a cohesive but flexible feel.

Creative Direction

Once the direction was locked, I led the team in the execution of all eCommerce banners, promotional emails, and supporting assets for paid + owned media. The campaign needed to scale seamlessly from large hero sections to mobile banners and quick-swipe stories.

Multi-Channel Execution

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Before landing on the BFFL direction, we explored alternate campaign routes and tone styles. The team and I developed concept moodboards and visual territories to guide internal discussion and client alignment — helping us ultimately arrive at a direction that felt modern, energetic, and ownable for WW.

Concept Development & Alternate Routes

Impact Highlights

  • Supported a successful product launch with a campaign that extended across web, CRM, and paid channels

  • Delivered a flexible system that worked across both eComm and brand-owned content

  • Helped create a visual tone that felt more premium and editorial than previous WW launches — while staying accessible to members

  • Reinforced campaign messaging across all touchpoints, contributing to strong engagement at launch