Youtheory: Turmeric
Role: Art Director
For Youtheory’s turmeric supplement line, the goal was clear: create compelling paid social content that would drive traction and boost sales. As Art Director, I helped shape two lifestyle-driven campaign scenarios designed to connect the product’s benefits with real, everyday moments of movement and recovery.
VIDEO PRODUCTION
For the motion pieces, I directed a playful, social-driven edit that contrasted “before and after” moments. Quick cuts and close-ups showed athletes struggling with joint discomfort, then transitioned into energized, confident movement once turmeric was introduced. Sound design carried the story, from exaggerated aches to the crisp pop of a pickleball volley and the calm of a morning hike.
PHOTO PRODUCTION
For the motion pieces, I directed a playful, social-driven edit that contrasted “before and after” moments. Quick cuts and close-ups showed athletes struggling with joint discomfort, then transitioned into energized, confident movement once turmeric was introduced. Sound design carried the story, from exaggerated aches to the crisp pop of a pickleball volley and the calm of a morning hike.
PAID MEDIA
I produced both static and motion assets that were used across Meta (Facebook), Instagram, YouTube, and Pinterest. Each image had primary and secondary product messaging that detailed key ingredients and benefits.
TEAM
CREATIVE DIRECTOR: Sanja Komljenovic
PHOTOGRAPHER: Cozy
DP: Nico Ciccarelli
SOCIAL VIDEOGRAPHER: Phillip Szeto
PRODUCER: April Smith
GRAPHIC DESIGNER: Harleigh Roberts