Weight loss in mid-life

Insight

90% of women gain weight during menopause, even if they maintain a healthy lifestyle. It's a collective struggle experienced by thousands of Juniper patients, who say that despite years (or even decades) of dieting, nothing truly worked until they found Juniper.

Idea + execution

Women 45+ are Juniper's biggest retention demographic. They've tried it all before, and they're ready and primed for a proven weight loss solution designed for the unique biological challenges that perimenopuse and menopause bring.

This integrated campaign sought to help women in mid-life feel seen and understood, and featured our beautiful patient Monica. Through sharing Monica's personal struggles, motivations, and successes on her weight loss journey in a sit-down interview setting with cinematic b-roll, we captured her journey thoughtfully and empathetically — demonstrating to viewers that it's never too late to achieve your goals.

We optimised the campaign for TV, YouTube, and Meta, capturing both hi-fi and lo-fi b-roll plus scripted and organic lines.

Responsibilities

TVC and YT: Creative concepting, scripting, creative lead of the shoot, directed the patient interview, supported b-roll direction, post production support including feeding back on the edit, grading, and sound mix, recorded own VO for YouTube edits

Meta: Strategy, briefing, copywriting, creative direction and feedback