Client: Vitafusion (Church & Dwight)

Overview:
2020 was a shared experience of stress, stillness, and… questionable life choices. From impulsive bangs to endless snack breaks, we all coped in our own ways. Vitafusion wanted to meet that moment — not with guilt, but with a wink — and offer a reset.

Project Scope & Objectives:
The “Undo 2020” campaign was all about levity, relatability, and hope. I was brought in to help shape the campaign voice and copy across digital and video, grounding it in humor while positioning Vitafusion’s vitamins as the lighthearted solution to a heavy year.

Creative Insight:
The truth was: we’d all been left to our own devices for too long — literally. From box dye fails to comfort eating marathons, the toll of time spent alone became a shared cultural joke. Rather than avoid it, we leaned in.

My Role & Solutions:
I helped craft copy that made fun of the year without making fun of people. Lines that nodded to our collective chaos but ultimately turned the focus forward. Vitafusion wasn’t here to shame — it was here to say: “Whatever happened in 2020, we’ve got your back (and your B12).”

Outcome:
The campaign was a hit for its timely humor and optimistic tone, driving both brand relevance and relatability. It reminded people that getting back on track doesn’t have to be a solemn affair — and that wellness can start with a gummy and a laugh.

Key Takeaway:
“Undo 2020” was a masterclass in tone: striking the balance between funny and empathetic, timely and timeless. It also underscored the importance of cultural fluency in crafting campaigns that truly resonate.

Created with:

Executive Creative Director: Jamie Perruquet

Art Director: Brooks Hess