The brief
Sure, boating is a lot of fun, but it also has huge wellness benefits. In a world of incessant screens, pings, and responsibilities, time on the water helps you slow down and relax. Our ask was to create a print campaign supporting the benefit that as the #1 boat insurer, we give you confidence and peace of mind so you can stay present in the moment.
We fleshed out the original Vitamin Sea concept with the help of AI, which made it easy to get head nods around the table. Once we had approvals in place, we reached out to CGI artist Mike Campau to bring our idea to life.
What started as a punny joke in a brainstorm ended with four stunning, insightful ads we proudly prescribe to boaters everywhere.
Vitamin Sea
The original concept that sold it through, Vitamin Sea was one of our easiest campaigns to get approved. It’s clear, beautiful, and hit on all our reasons to believe and insights.
Capturing the thrill
In this focused campaign, the details matter. We wanted to capture the thrill of being out on the water, with facial expressions, sun exposure, and body language that felt realistic.
Vitamin D-Stress
This concept endured what we call “mockup-itis,” as our initial AI concept was so easy to fall in love with. In time, we eventually fell in love with this one, too.
From thrill to chill
The ultimate chill pill, we wanted to capture a serene day spent fishing, with gentle waves and fish that appeal to our widest market. We also ensured these scenes felt like they were inside of a pill capsule, by giving special attention to the reflections.
Vitamin E-Lation
Creating the family and boat we envisioned took many rounds of feedback between Ninety6 and our CGI artist. In the end, we finally created the optimal scene.
Crafting vs. Casting
With CGI, we were able to create our characters from scratch to match target demographics and dress them up with ideal props and safety gear.
Vitamin B-Free
The last concept of the series, this ad originally faced the fold, but at the last minute, we flipped it horizontally to keep the movement flowing off the page.
Catching the wave
With this speed boat scene, we wanted to get the shape of the wake just right. We crafted the motion of this scene, wave by wave, to capture the feeling of forward propulsion.
