Role: Creative Director

Light+ Fit was an outdated brand with lots of Jane Fonda aerobicizing / TAB Cola- adjacent baggage. But there was something incredibly distinct about the brand—the product lineup was ridiculously decadent and it actually tasted great. We set out to modernize Light+Fit with a re-brand campaign called Fierce Flavor that showed women owning their cravings and wants—even if that just happens to be a dessert-flavored 90 cal yogurt, okay?! As the menfolk always say, it’s Tiramisu O’Clock somewhere….

Our first goals were to eliminate the tired tropes of yogurt ads—the harried mom, the woman who just can’t control herself, the bite-and-smile, the pastel-hued yoga pants, the problem / solution from the male gaze. And you’d be surprised how uncomfortable that goal made some people.

In the end, we made something powerful, playful and bold.

We’re also pretty sure we created the first ever film footage of a man passionately licking a yogurt lid. My mom is proud.

Directed by Malia James.