Product site featuring product info, educational videos and consumer testimonials.

The FiberChoice web site was developed as part of multifaceted campaign to broaden awareness of the product and deepen understanding of the health benefits that it provides. In order for the web site to work seamlessly with the other components of the campaign, we captured original photography during the TV shoot and carefully crafted the visual elements and messaging to closely support the brand's overall objectives. And to enhance the brand story, we developed additional educational content, including a series of videos in which experts share healthy living tips and consumers share product testimonials.

Together, these online elements supported improved brand awareness along with an extremely successful free trial program, which played a central role in this tightly integrated campaign. As creative director on the brand, I oversaw a team of art directors, writers and ACDs who executed the digital campaign components across web site, online ads and relationship emails.

Role: creative direction

Copyright 2015, Aaron Cacali