In a departure from conventional nutraceutical advertising, Melbourne-based independent creative agency Bullfrog has debuted a unique approach for the brand launch of pioneering osteoarthritis medication, Epijoint.
Directed by Sam Holst from MOFA, the centrepiece of Bullfrog’s integrated campaign is a film featuring an octogenarian blacksmith, capturing the spirit of Epijoint’s message and brand platform, ‘Move How You Feel.’
The campaign aims to challenge traditional perceptions surrounding joint health products and solutions, inspiring audiences to embrace vitality at any age.
Bullfrog assisted in developing the new-to-market product’s design system, website, and all campaign assets. The product is scheduled for release in Australia, followed by a subsequent launch in the United States.
Epijoint is an over-the-counter option to relieve mild joint pain and mild osteoarthritis symptoms.
See also: Bullfrog announces expansion into Sydney led by expanded leadership team
The work’s launch follows Alex Watts’ departure from the creative agency after six months spent opening and leading the Sydney office. Bullfrog also plans to launch a UK offering.
Watts told Mediaweek it was a matter of trusting his gut: “I needed something a bit different that matched my professional ambitions and personal focuses, and so we parted ways graciously. With these things, it’s better to make a call when your gut tells you versus waiting and seeing.”
See also: Alex Sol Watts departs from creative agency Bullfrog
Campaign credits:
Client: Interpath
Creative agency: Bullfrog
Casting: Studio P
Casting director: Peta Dermatis
Production Co: MOFA
Director: Sam Holst
Executive producer: Llew Griffiths
Producer: Linzee Rose
Production manager: Mo Duggan
Department of photography: Simon Walsh
Key gaffer: Adam Hunter
Sound recordist: Francis Byrne
Production designer: Maddie Kerry
Editor: Paul Rowe
Colourist: Martin Greer
Post production: Mr. Fox
Music / sound design: RanRun
Stills: Benjamin Guy