Start At The Core
Turning a little-known product benefit into a story about balance, on stage and off.
Role: ACD, Social & Photography
The Challenge
Core is a premium water with perfectly balanced pH, but in a crowded category, few people knew that. The brand needed a way to make its main benefit matter to people who don’t think about the pH of their water.
The Strategy
Rather than lead with the science, we made balance something people could relate to. We partnered with the multi-talented Bailey sisters to give fans an inside look at how they stay balanced while juggling performing, creating, and everyday life, with Core as part of that routine.
As social ACD, I partnered with CDs Tim Eger & Brett Baker to bring Start At The Core to life beyond broadcast. My focus was making the idea feel native wherever people found it. Social ads were built to blend into the feed, with vertical-first layouts, platform-native text, trend-driven hooks, and The Bailey sister’s personality at the center.
For the shoot, I concepted the shot list, art directed on set with photographer Justin Bettman, helped direct Sydney, and led image selection & retouching during post-production.
The Work
The “Start at the Core” campaign launched in 2024 across broadcast, social, and PR. The photography from our shoot with Justin Bettman became the campaign’s press imagery, running in outlets including PEOPLE’s exclusive announcement of the partnership and in launch coverage from LBB.
Giphy Sticker Campaign Support
