The Ask:
During the height of the pandemic, Smoothie King needed a disruptive, socially-distanced idea to reinforce its commitment to ingredient transparency and stand out in a saturated wellness space.
THE Cultural Context:
As COVID forced people indoors, virtual fitness surged—especially on platforms like Peloton. At the same time, consumers were calling for more honesty, authenticity, and body positivity from the brands they supported. Transparency wasn’t just about ingredients—it was about values, identity, and self-expression.
The Idea:
Enter: “Nude as Hell.” A tongue-in-cheek, virtual naked bike ride on Peloton inspired by the world’s famous city-wide nude rides—reimagined for quarantine. Led by body-positive icon Lizzo and named after her track “Rude as Hell,” the ride invited people to bare all (literally or figuratively) in celebration of real ingredients and radical self-love.
The Outcome:
Though the campaign was ultimately shelved due to a last-minute business shift, it made it through both internal and client approvals and was headed for production. Believing in the power of the idea, my partner Elena Gatti and I developed it independently to showcase what fearless, insight-driven creative can look like—even when it doesn’t make it to market.
Creative Direction: Katie Rogers and Brett Williams
Art Direction: Elena Gatti