Nutrafol Highlights Real-Life Wellness Stories in Campaign Directed by Bradley J. Ross
Open Swim’s director/founder Bradley J. Ross utilises a bespoke model to fulfil Nutrafol’s need for varied content across channels. The new work is focused on real stories and is unique to the Nutrafol brand. The collaboration on the 2024 campaign comes after a long-standing, innovative creative partnership between Open Swim and Nutrafol.
Open Swim has created over 100 Nutrafol deliverables since their two shoots last fall to cover multiple campaigns for varied channels from broadcast TV to radio and social. This time, Open Swim married emotional user journeys with results-based testimony by profiling 12 real stories of hair thinning, from a woman who fights wildfires on the road for weeks with only a backpack containing Nutrafol, to a restaurant owner in Chicago who shares her personal story of menopause. This shoot took place in the Hamptons amidst the premiere of Bradley’s latest film (“I’ll Be Right There,” starring Edie Falco) at the Hamptons Film Festival. A second shoot focused on Nutrafol's Founders and core experts informing the brand's unique story and commitment to science.
“Our goal with all of this work was to build a flexible model to serve varied needs and be able to respond, based on performance data. We prioritised authenticity and diverse customer experiences, and to do so, we utilised a documentary casting process and engaged with a team on a two month-long, nationwide quest to unearth that,” shared Bradley. “ The creative direction was mined from the stories we found, and being present throughout the process to craft these stories and seeing it through to delivery was extremely rewarding.. ”
“This campaign is a testament to our bespoke approach to engage with people suited for each unique campaign,” added Open Swim EP Amyliz Pera. “We hired Alissa Liebert as head of production on this project, because she has helmed projects from production, agency, and most recently from the client side with brands like Hilton and Black & Decker. In addition, we invited photographer and long-time collaborator, Karen Haberberg to capture stills. She and Bradley both have Health & Wellness expertise which makes them a great pairing for many of our clients.”
