Lärabar

Lärabar is known for one thing: real ingredients. Simple, whole, pronounceable. But the brand wanted to expand the definition of "real" beyond the ingredient list. Real as an attitude, a value, something women could see themselves in.

The original brief targeted women making $130k+. My partner and I pushed back. If you're trying to talk about "real," you can't narrow it to a demographic slice. Real isn't about income, it's about how you show up in the world. The client agreed.

We built the campaign around that: Raise A Bar to Real. Part inspiration, part celebration. It was our way to say, "We see you, and we made this for you."

I led concepting and execution with my design partner, creating vibrant yet straightforward static and video work that lived across social and paid channels.

We didn't cast models. We sourced women with real stories. Women who showcased different definitions of "real." I interviewed and shaped the narrative across channels, then ensured every piece felt like an authentic reflection of the audience we were trying to reach.