Flat Tummy Co.
Role: Campaign Strategist & Creative Director
Sector: Wellness / Consumer Products
Dates: 2019–2023
Project Overview
I worked with Flat Tummy Co. across several seasonal campaigns between 2019 and 2023, contributing creative strategy, content planning, and on-set direction for core product lines including ACV gummies, protein shakes, and detox teas. My focus was producing bold, social-first visuals aligned with the brand’s confident tone and millennial audience. I led execution across content formats tailored for Instagram and TikTok, including product shoots, concept series, and short-form video.
Brand Challenge
Flat Tummy Co. needed bold, attention-grabbing social visuals that could break through a crowded wellness space without losing their unapologetic tone. Each campaign required fast turnarounds, product-specific angles, and scroll-stopping creative tailored for a Gen Z audience. The challenge was to keep the aesthetic fresh and on-brand—while ensuring new product lines stood out in an oversaturated digital landscape.
Creative Approach
I focused on developing visual concepts that felt bold, clear, and natively designed for each platform. My approach emphasized strong scene direction, tight wardrobe styling, and clean framing—highlighting each product in a way that felt elevated but still relatable. Every detail was crafted to reflect Flat Tummy Co.’s direct-to-consumer tone: confident, playful, and health-forward. The goal was to build visual consistency across campaigns while staying flexible to the brand’s evolving priorities.
Results
My visuals supported Flat Tummy Co.’s product storytelling and social presence across multiple launches. The creative assets I delivered were used in a range of digital placements, including paid ads, product highlights, and organic posts—reinforcing the brand’s bold tone while meeting fast-turnaround needs. By staying aligned with their evolving aesthetic, I helped maintain visual consistency and contributed to strong audience engagement during key campaign windows.
Reflection
Flat Tummy Co. challenged me to distill a bold brand into clean, high-impact visuals. I focused on tone, rhythm, and clarity—delivering polished assets that balanced confidence with credibility. The project sharpened my approach to performance-driven creative: fast-moving, direct, and always brand-first.