Nature’s Way
From Root to Routine
Nature’s Way has always built its brand around what goes into its products, from the ingredients themselves to the people and places behind them.
Across two successive campaign platforms, our agency teams expanded that story into national consumer creative. The first looked outward, toward growers, sourcing and the natural world. The second turned inward, toward the people making wellness part of everyday life.
I worked on the account first as Art Director, leading visual direction across broadcast, print, digital and social.
ROLE
Art Director
AGENCY
Epsilon / Publicis Hawkeye
DISCIPLINES
Campaign Art Direction / Broadcast / Print / Digital / Social / Production
Where it Begins
The Way We Grow Together
Nature’s Way had always talked about what went into its products. The opportunity was to make that story human.
“It’s impossible to grow into your best self on your own. We are a communal people. We seek out companionship, understanding and support to feel complete. It’s simply human nature, and if there is one thing we get, it’s nature. At Nature’s Way, we take lessons from ancient practices, tap into global wisdom, share the restorative benefits our planet provides and give back to the communities that help them thrive to this day. We believe that cultivating this connection of people to the benefits of the earth is what nature intended and what we’re all meant to do.
Together, we learn. Together, we share. Together, we grow. Nature’s Way.”
The campaign platform and naming were developed collaboratively across the creative team. As Art Director, I led the visual direction across print, digital, social and broadcast.
Wellness, Made Personal
The first campaign showed people where Nature’s Way came from.
The next asked a different question:
What happens when wellness becomes your own?
Make Your Way
Make Your Way evolved the existing campaign platform rather than replacing it.
“This goes out to those who’ve made the choice to own their unique wellness journey. To look inward, claiming their path as theirs, and theirs alone to define. To those who see health as a gift, to both their present and future. We see you. We understand you. We know the road ahead may be filled with twists and turns, but that’s why we’re here to support you.
To be your dedicated partner on this journey toward better. It’s why we do what we do. Why we go to the ends of the earth in search of the purest ingredients. Why we innovate endlessly and test rigorously, to go beyond what’s expected to deliver what’s essential and best for you. You’ve got standards, expectations, and Nature’s Way® is here to help you see those through as you Make Your Way to wellness.”
Developed collaboratively across the creative team, the campaign shifted the focus from growers to consumers with different routines, priorities and relationships to wellness. Rather than presenting one idealized version of health, the work followed real people making wellness their own.
As Art Director, I led the campaign’s visual direction and carried the platform across broadcast and supporting campaign executions.
The work needed to feel lived in, not staged.
We partnered with Picture North for production in San Francisco, working with real families and natural environments to keep the campaign rooted in everyday moments rather than polished wellness archetypes.
The resulting photography and film became the visual foundation for the campaign across channels, balancing warmth, realism and enough visual structure to still feel distinctly Nature’s Way.
The campaign connected with consumers at a moment of significant growth for the Sambucus business.
+400% Sambucus sales increased approximately 400% during the campaign period.
MADE TOGETHER
(Epsilon)
CREATIVE DIRECTOR: GREG AKOURIS + WES HENRY
ASSOCIATE CREATIVE DIRECTOR: KATHY SULLIVAN
SENIOR ART DIRECTOR: DANIEL VANEPS
ART DIRECTOR: WINNIE HEFNER
COPYWRITER: KATIE GREER
PRODUCER: SALLY MCGUIN + SADIE ALTVATER
(Picture North)
DIRECTOR: MARTIN RODAHL
EXECUTIVE PRODUCER: NEHA SCHULTZ
VIDEOGRAPHER: SIMEON PRATT