HLTH Code is a meal replacement shake brand competing in a crowded health and wellness market. The brand identity was established, but translating it into a campaign with enough visual energy and audience specificity to cut through on paid social and convert on the other side — that was the challenge.
The campaign concept was built around a simple human truth: a meal replacement shake doesn't just save you calories, it saves you time. Time to learn guitar. Time to grow a herb garden. Time to get to the next level in your favorite game. That idea became the creative engine for everything — the bold, energetic color palette, the playful lifestyle photography spanning wildly different audience segments, and the messaging framework that made each ad feel personally relevant without losing visual cohesion across the campaign.
I led art direction and campaign creative development from concept through execution, building the visual language, directing photography across audience segments, designing social ad formats, and developing a series of long-scroll landing pages tailored to each audience with messaging and imagery to match. The work extended all the way through the purchase funnel — I designed the cart and checkout flow to maintain the same visual consistency from first impression through conversion, ensuring the experience never felt like a handoff from marketing to a different brand entirely.
AGENCY: Voltage AD
ROLE: Art Direction, Campaign Design, UX/UI
