It's Not Cheating. It's Science. | Doctor's Orders Campaign

Doctor’s Orders is Humann’s integrated launch campaign for SuperBeets Heart Chews Advanced + CoQ10, built on the platform “It’s Not Cheating. It’s Science.” The goal was to build the Humann brand, earn trust in a confusing supplement category, and reach a 55+ audience focused on blood pressure. The :30 hero spot was created with WorkInProgress, the Boulder agency named Ad Age’s 2025 Small Agency of the Year and known for Domino’s Emergency Pizza.

As in-house creative director, my team produced mid- and low-funnel assets that turned awareness into consideration and purchase. That included three science-led paid social tracks (clinical study, cardiologist recommended, ingredient story), a campaign landing page, conversion creative built around Humann’s chief cardiologist and verified customer reviews, and Amazon assets.