proactiv / live fearlessly
Campaign identity for ProActiv, a heart-healthy spread brand, inspired by 70s action and martial arts films. The visuals introduce elements that reframe the conversation around cholesterol with humor and attitude. Strongly influenced by posters, pulp aesthetics, high-contrast halftone textures, a vivid graphic palette, and bold typography, the identity makes healthy choices feel bold, not boring.
Design Director: Joris Groot
Designer: Gean Santos
Creatives: Benjamin de Villiers & Doug Fridlund
Strategy: Peter Kormanyos