Campaign Strategy · Video Production · Social Media
Erewhon Spain.
Wellness that moves with you — a launch campaign imagining Erewhon's expansion into Spain through a premium smoothie-bar concept.
01 · The Brief
Bringing Erewhon to Spain.
Develop a launch campaign imagining Erewhon's expansion into Spain through a premium smoothie-bar concept. The objective was to preserve the aspirational wellness identity that made Erewhon successful in Los Angeles while adapting it to a Spanish audience.
02 · The Insight
Wellness as a lifestyle.
Young consumers increasingly associate wellness with everyday routines rather than occasional health goals. The campaign positioned Erewhon as a brand that moves seamlessly through study, fitness, social activities, and daily life.
03 · Creative Concept
Wellness that moves with you.
The campaign followed a young consumer throughout different moments of her day, showing how Erewhon naturally integrates into an active lifestyle. Rather than focusing solely on products, the narrative highlighted movement, balance, and modern wellness.
04 · Storyboard
A day in motion.
The narrative evolved from morning routines through exercise, social connection, and lifestyle moments — tracing a single day where wellness is woven into every gesture, not staged for the camera.
05 · The Film
Wellness, in motion.
The final campaign film — a day in the life of Erewhon Spain, where wellness moves with you from morning to night.
06 · Production
Behind the scenes.
As Project Director, I led the creative development of the campaign from concept creation through production planning and execution.
This project involved coordinating storytelling, visual direction, production logistics, and post-production decisions to bring the campaign to life.
07 · Social Media Launch
Launching Erewhon in Spain.
To support the launch, we designed a social media presence tailored to Spanish audiences while maintaining Erewhon's premium aesthetic.
The content strategy combined wellness, lifestyle, movement, and aspirational everyday moments.
08 · What I Learned
Translating a brand across borders.
This project strengthened my understanding of campaign strategy, creative direction, video production, and brand adaptation.
Most importantly, it demonstrated how a global brand can be translated into a new cultural context while maintaining a consistent identity.
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