GT’s Living Foods

Overview
As one of the original and most recognized kombucha brands, GT’s Living Foods helped define the category long before the market became crowded. Rooted in the belief that food is functional medicine, the brand needed to remain culturally relevant while preserving its connection to nature, wellness, and authenticity.

Creative Approach
Led creative direction and hands-on design across paid media, out-of-home, and organic social for GT’s flagship SYNERGY line. Developed graphic and illustrated campaign concepts, social Reels, and optimized copy to strengthen product storytelling, distinguish key flavors, and engage new audiences without losing the brand’s established equity.

Role
Creative Director, Designer and Copywriter

Key Impact

All ads performed incredibly well and garnered high CTR rates with over 3.5 million brand engagement leading to a successful brand awareness campaign.

Creative Team
Design: Jason Hernandez, Ramesh R. and Murali Iyer
Video Editing: Mario Moreno
Copywriting: Maggie Morgan

Creative rights are held by Assembly and GT’s Living Foods.

 

Reimagining Iconic SKUs for Paid Social

Objective
Translate GT’s established brand equity into distinctive, platform-native creative that increased awareness and relevance for three of SYNERGY’s most popular flavors.

Work

  • Original SKU Storytelling: Created distinct campaign worlds for Trilogy, Mystic Mango, and Guava Goddess.

  • Modernized Brand Expression: Translated GT’s legacy equity into social-first creative without losing its authenticity.

  • Cohesive Creative System: Balanced unique flavor identities with a consistent master-brand experience.

  • Cross-Format Execution: Extended the concepts across custom static, motion, paid media, and organic social, optimized for Meta, Instagram, and TikTok.

Key Results

  • Generated more than 3.5 million brand engagements

  • Delivered strong CTRs across paid-social channels

  • Drove a successful cross-platform brand-awareness campaign

TRILOGY

  • Extended the SKU’s rainbow-spectrum branding into a playful, high-energy visual world.

  • Highlighted its vibrant red elixir, living probiotics, and functional benefits.

  • Used on-brand messaging and motion to strengthen product recognition and brand affinity.

MYSTIC MANGO:

  • Extended GT’s “Begin Within” platform into a story about cultivating the inner landscape.

  • Juxtaposed a gray cityscape with nature in bloom to visualize internal transformation.

  • Combined parallax motion, collage, signature floral animation, and playful sound design.

Guava Goddess

  • Used monochromatic seascapes to connect the product with the grounding qualities of sky and sea.

  • Balanced nature-led storytelling with clear product benefits and detailed animation.

  • Optimized pacing, visuals, and video length for a concise, compelling paid-social ad.

CTV Performance Adaptation:

Directed video edits, custom animation, kinetic typography, alternate cuts, and new end cards, strategically adapting agency-produced footage for CTV performance and campaign continuity.

 

SYNERGY Out of Home

  • Creative Ownership: Concepted and designed the complete “Begin Within” billboard campaign.

  • Brand Translation: Transformed SYNERGY’s rainbow identity into a bold floral landscape built for immediate recognition at scale.

  • Market Reach: Launched across high-traffic placements in Florida and Texas, increasing brand visibility and generating strong audience engagement.

 

CRO, Website & Content Direction

  • Content Branding: Led the visual and storytelling direction, creating the campaign elements and benefit-led content system used across the website.

  • CRO Collaboration: Partnered with the CRO team within Assembly’s Experience Design practice to translate the creative direction into an optimized website wireframe.

  • Cohesive Customer Journey: Connected campaign messaging, product education, and clear purchase pathways across paid media and the digital experience.