Art Direction and photo concepts for mindbodygreen's No Sugar Week. The campaign began by gathering pledges for participation. Then, on each day of the week long challenge, expert advice was distributed across multiple channels to empathize with, encourage and inspire participants in their journey to keep it sweet, sans the sugar. The result was a significant spike in traffic and unprecedented social engagement (#mbgnosugarweek).

Credits: Creative Direction: Chris O’Flaherty / Art Direction: Amanda Rodi / Photography: Miachel Breton