Neuriva
EXECUTIVE PRODUCER
Where Science and Nature Meet

Discover: How does a new brand make its way in the crowded and fast growing ($500 million in 2019) brain health segment? That’s the question a new brain performance supplement brand, Neuriva, launched by consumer health and hygiene company RB, asked our agency partners at Design Bridge (DB).

Define:  To create an original brand and visual identity from scratch, Design Bridge observed the brain health space was filled with poorly designed products and plenty of questionable science. This motivated their team to position the brand imagery with two specific and clear distinctions. Science and Nature.

As an executive producer and writer, my role was to understand the nuances of the brand journey and tell the story in a 90 second and 60 second animated film. Building off of the observations and strategy from the DB team and feedback from the Neuriva brand team, I crafted two scripts for two animated digital pieces that addressed the themes of Science and Nature, found a resourceful production approach to help DB win the film work from McCann and built a talented team who could achieve it.  

Develop: The clear benefit of the Neuriva supplement, backed up by scientific studies, addresses a conflict audiences everywhere face. We live in a world full of distraction and anxiety. What if we could have clarity when we needed it most? Research showed that the human brain hasn’t caught up to modern life. Instead it responds to primitive fight or flight (to hunt or to be hunted) responses. The  brand team asked us to avoid anything negative, which meant removing conflict from the script. I helped DB push back explaining a story’s ability and power to reach its audience is found in how the conflict is resolved, and without a conflict the how or why of a new product or a brand cannot tangibly be articulated.  

To the brand team’s credit, they eventually saw the conflict in having no conflict. While we waited, however, we came up with a backup plan to infuse the original music composition, the transitions and overall journey of the story with the inherent tension of a world which can feel seemingly impossible to orchestrate.

Delivery: My team and I executed two animated films, a brand anthem and a scientific explainer, to live on the Neuriva website. These showcase the bold, disruptive thinking Design Bridge is known for as well as their insight to differentiate the brand by drawing on its unique positioning of using clinically proven natural ingredients backed by science.

The new brand imagery the creative team developed captured this idea through a split illustration, conveying scientific efficacy and a healthy brain on one side, and colorful vignettes of everyday life on the other that show consumers taking control of their own brain health. The feedback from Neuriva’s team and Design Bridge was a successful and strong execution of Neuriva’s mission to support brain health where science and nature meet.

VIDEO

Nefarious Gallantry, New York
Agency: Design Bridge
Agency Creative Director: Sam Cutler, Mark DeRose
Executive Producer: Peter Derby
Creative Director: Sam Stucky
Producer: Jon Melton