Wellness Envisioned is a two-part profile video showcasing the story of Cat Lantigua, an Afrolatina millennial navigating her wellness journey in community.
About Client
Client
Buick
Partners
Madame Noire
Services
Creative Direction,
Casting,
Post-production supervision
projects in number
2
short films
1
featured vehicle
450k+
impressions across social channels
Challenge
Buick presented us with an interesting challenge- communicate the value, luxury, comfort, and possibilities of the 2021 Buick Envision vehicle to a multicultural audience. The problem was - most people were still emerging from the first year of the pandemic, most of us felt afraid, alone, and uncertain. How do we position this vehicle in a way that answers their very real and palpable need for community, security, and freedom? Enter Ride to wellness…
Solutions
The freedom and independence offered by the Buick Envision vehicle was top of mind for our client, which aligned well with the radical new sense of self-prioritization and connection to community emerging in the cultural zeitgeist at the time. Our goal was to marry these two realities by creating two short films introducing the Buick Envision vehicle to our audience, and expanding on themes of wellness, interdependence, and the luxury of living fully.
Created for a multicultural female audience, we produced two short films to feature the Buick Envision vehicle and tell the story our audience needed to hear most- one of wellness being lived out loud. The first short film, Ride to Wellness, introduces the wellness journey of Cat Lantigua, founder of the Goddess Council wellness club for sisterhood. In the second short film, Women of Color in Wellness, we see Cat in conversation with other wellness leaders about the importance of connection and community. Each film highlights the ethos of our target audience while also highlighting the vehicle as a vessel to move through life supported and connected to what matters most.
