Jewel maintenance campaign

Insight

The rise of GLP-1s in celebrity culture has shaped a perception that they’re only accessible to the wealthy. Cost is the primary barrier to adoption — and a key driver of churn for Juniper patients — with hesitation shaped not just by upfront price, but by the fear of committing to something they may need to pay for indefinitely.

Idea + execution

At Juniper, we believe that medication isn’t forever, it’s a kickstart that gives you the momentum to make significant and lasting change. ​

This campaign brings that belief to life through the story of our patient Jewel — who used the Juniper program as a starting point to build lasting habits, achieve long-term weight loss, and confidently maintain her results beyond treatment.

Through two TVC spots featuring a candid sit-down interview and cinematic b-roll, we share Jewel’s journey with honesty and empathy — highlighting her motivations, transformation, and the healthy and happy life she’s created.

The content was adapted into performance-led cutdowns and native placements across Meta, reinforcing Juniper’s maintenance-led positioning.

Responsibilities

TVCs: Campaign concepting, scripting, directed the patient interview, production responsibilities including location scouting, supported on talent direction for b-roll, and post production responsibilities including overseeing the edit and sound mix

Meta: Strategy, briefing, copywriting, creative feedback