e45 Paid Social
The Challenge
E45 had a familiar problem: people trusted the brand, but often assumed it wasn’t for them. Too medical. Too functional.
The brief was to create a new suite of paid social assets for key products that could shift this perception without turning E45 into something it isn’t. The brand needed to feel more modern, more relevant and more aspirational, whilst still feeling unmistakably E45.
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Approach
I developed a creative approach that kept E45’s clinical credibility, but presented it in a fresher, more engaging way. More energy in the edit. Closer, more sensorial shots. More texture, more movement, more real people.
I sharpened the claims and brought both clinical and social proof much further forward. I also included mode-of-action visuals to explain the science in a way that felt clearer and more modern, rather than disappearing into a paragraph nobody was going to read.
I led the concept, writing, storyboarding and art direction, developed the full production approach, sourced the production team and directed the shoot through to final delivery.
Outcome
The result was a new suite of photography and paid social films that gave E45 a more modern and relevant visual language without losing the trust behind the brand.
More contemporary. More engaging. Still recognisably E45.
