Citracal

CAMPAIGN: DEFIANCE IS IN OUR BONES. Citracal was a brand in transition, looking to modernize themselves and put bone health in the same conversation as beauty. We tapped into the truth that every woman feels younger inside than she really is. Then we brought it to life using provocative x-rays to flip the stereotype of aging. We came up with a creative way to tease the viewer into being seduced by the movement and beauty of a woman's body as seen in x-ray format, and then revealed at the end of the film that an older woman was the beautiful skeleton. DIRECTOR: Raf Wathion CREATIVE TEAM: Courtney Weinberg, Christine Montaquila, Elaine Perri, Gwen Rutledge, Nancy Hanon