INFO
The Seed Effect
Role Art Director
ExecutionArt + Video Direction
Post + Pre-Production
CreditsAngela Choi, ACD
Patrick Castro, AD/Design
Mimi Nguyen, AD
Mackenzie Moore, Sr. Copywriter
Sean Horner, Sr. Motion Designer
Mike Spagnoli, Sr. Video Editor
Kelley King/Cat Jimenez, Production
Kelsey Chapman, Talent
Lindsay Noll, Sr. Manager of Creative Ops
Some things are destined to be shared. Stories that move us, ideas that transform us, remedies that truly change how we feel.
DS-01® is one of those things.
If you’ve tried it, you love it–so much so that you recommend it to your family and friends. Who recommend it to their family and friends. And so on it goes, across backgrounds, ages, and communities. The circle expands. We’ll capture this phenomenon, the Seed effect, through testimonials demonstrating the diversity–and sheer quantity–of lives changed through DS-01® shared.
Completely shot on an iPhone, this was Seed’s first foray into having the creative team produce a UGC-esque TV spot to capture the authenticity of the Seed Effect. We partnered with a creator, Kelsey Chapamn, who shared her personal experience using DS-01® with her mom in the form of a voice memo.
The result of a big creative swing made The Seed Effect a top-performing DRTV spot, beating out highly polished TV creative in Seed’s growth channels. Plus, a full suite of fresh new UGC style footage and stills that contributed to the brand’s asset library.
We partnered with a longtime Seed member, Kelsey Chapman, as our muse, following a day in her life. In the TV spot, Kelsey is sending a voice memo to her mom, sharing her life-changing experience taking DS-01 Daily Synbiotic. Her voice memo, paired with lo-fi, real-life visuals, captured the magnitude and beauty of the Seed Effect.
Moodboard Art Direction
Creative Brief for Creator
Shot List
Below are a few examples of how the footage captured created various organic social assets.