*Spec work created for NotCo. Developed in collaboration with ONE Creator Lab.Brief
Help NotCo promote the launch of NotHangover, a product that reduces the effects of drinking alcohol by 70%.
Medium
Integrated Marketing Campaign (including: outdoor media, social platforms, IRL events and experiences)
Concept: The NotCo Social Experiment
NotCo is hosting an event in partnership with the American Ballet Theater (ABT). The principal dancers are invited to a weekend of partying and celebration. Half of the dancers have been given NotHangover and remaining half, have not. Following the party, an early morning dance class takes place where the power of NotHangover is exemplified. The dancers that took NotHangover will thrive and perform while the others suffers the effects of a classic hangover.
Images and video captured during The NotCo Social event will be utilized across social channels sparking discussion and buzz around the new product.
I wanted to tap into the polarity between the pristine, athleticism of ballet and the wild, hungover party-animal energy.
I used common dance terms to create cheeky taglines paired with images of partying alongside amazing dance technique.
Concept Video
This work was created during my time in the ONE Creator Lab by The One Club for Creativity and TikTok. ONE Creator Lab is a learning program that bridges the gap between emerging creators and seasoned creatives through short-form video-first campaigns.