Project Creative Lead | Product Promotion | Social Media Innovation | Creative Direction | Graphic Designer

While working in-house at Herbalife, I led the creative for the launch of their “Formula 1 Express, Healthy Meal Bar” campaign, which spanned over 20 countries in the EMEA region. I developed the concept for the campaign and created a comprehensive suite of assets for both corporate accounts and distributors.

The brief was to promote the bar as a nutritionally complete, convenient alternative to Herbalife’s Formula 1 meal replacement shakes, with a focus on its great taste. My concept used close-up macro shots to highlight the indulgence and texture of the dark chocolate flavour. I added key nutritional benefits graphically in post-production, and supported the campaign with UGC-style lifestyle photography to showcase the convenience of the bar for on-the-go use. Since a second flavour was due to launch soon after, I ensured the visuals would have trend-longevity.