The Breakdown

GLP-1s are everywhere…seriously, everywhere. But they come with baggage: upset stomachs, no appetite, and sky-high prices. When Noom entered the GLP-1 space, we had a plan: make them affordable, pair them with our award-winning behavior change program, and shake up the industry. Well, that was so 2023. And 2024. Then we asked: what’s next? Enter Noom Microdose GLP-1s. Just like the name suggests, it’s a smaller dose of GLP-1s, paired with our (now free) behavior change program and joined by our first-ever Chief Wellness Ambassador, Rebel Wilson. Once again, we broke from the copycat crowd and carved out a space that actually gives people what they didn’t even know they needed.

Goin’ Micro

So how’d we do it? We went all in on “micro” and let Rebel’s personality shine through in fun, unique, over-the-top spots that highlight everything that makes Noom different. All of it was shot on a practical set, leaning into the weirdness that helps us stand out and create spots people might not fully understand, but they’ll remember.

TV :30/: 15

Pre-Vis

Before we built the very real (and very weird) world of the campaign, we used AI to bring an early script to life. The proof of concept helped stakeholders see the vision, align faster and make better decisions before the cameras rolled. AI didn’t replace the craft. It helped us protect it.

Social

The TV campaign gave us a world. Social needed to make it perform. Instead of simply cutting down the broadcast spots, we built channel-native executions around specific audiences, messages and direct-response goals. The look and feel stayed consistent, but every Yeti, flying goat and dangling human was designed to stop thumbs, land a key benefit and drive action. We leaned into TikTok trends, challenged Meta’s so-called best practices and let our freak flag fly.