Trace Minerals

When Trace Minerals launched their first-ever powdered mineral supplement, they needed a campaign as bold and vibrant as the product itself. Together, we crafted “Meet Your Match”—a clean, modern, and lifestyle-driven campaign that turned a daily wellness habit into an irresistible ritual.
Content

Context & Client

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Trace Minerals has spent over 40 years building a reputation for mineral-based wellness products sourced from the Great Salt Lake. Their latest innovation—a powder version of their flagship mineral drops—packs 70+ trace minerals, enhanced with spirulina for a naturally vivid blue hue, and comes in three flavors: Blue Raspberry, Hawaiian, and Açaí.

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This was more than a product extension. For a company whose drops were known for their efficacy but challenged by taste, this launch was an opportunity to widen their audience—especially among women aged 25–45 who are health-conscious, family decision-makers.

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The campaign had to match the energy of their recent rebrand: clean, modern, and rooted in Utah’s landscapes, while showing consumers exactly what they’ve been “missing out on” by not having daily minerals in their wellness routines.

The Challenge

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The launch window was tight—just a few weeks from kickoff to delivery—driven by a planned soft launch in early June 2025. This would be only the second full-scale campaign shoot in the brand’s history, so the pressure was on to create a campaign that could stand beside their flagship identity while introducing something entirely new.

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The visuals had to:

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  •   Showcase the product’s striking blue powder and its transformation in water.

    

  •   Convey its “daily ritual” role without skewing toward sports/performance markets.

    

  •   Appeal to a wide age range, but especially the 25–45 demographic.

    

  •   Balance outdoor, natural imagery with relatable, everyday contexts.

Our Approach

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From the outset, we worked side-by-side with Molly Sloat’s team to translate the brand’s updated identity into a cohesive visual story. After exploring three creative concepts, we landed on Concept 2: “Meet Your Match”—chosen for its clear product integration and flexibility across video and static formats.

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This concept hinged on match cuts—smooth, visual transitions using a consistent element (a glass of water) to connect scenes. The water became a bridge between lifestyle moments and product shots, underscoring the idea that Trace Minerals fits naturally into everyday life.

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Key creative decisions:

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  •   Natural, bright imagery: Inspired by Utah’s landscapes—salt flats, blue water, sandy neutrals—paired with modern interiors to evoke both purity and relatability.

    

  •   Product as hero: The blue swirl of powder in water became a recurring visual anchor, captured with slow-motion and ramped speed for impact.

    

  •   Static adaptability: Match cuts and transitions were designed to translate well into still photography for social and digital ad placements.

    

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Production flow:

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  •   Pre-production: Location scouting in Salt Lake City and Southern Utah, talent sourcing, wardrobe curation, and detailed shot lists.

    

  •   Production: One to two shoot days, capturing simultaneous video and photography with a six-person crew, plus hair/makeup and wardrobe styling. Optional drone footage added dynamic movement.

    

  •   Post-production: Editor’s cut, two rounds of reviews, final color grading, titles, and sound design, resulting in a :30 hero film, :15 cutdown, 5–7 digital ad variations, and 15–20 final images across multiple aspect ratios.

The Outcome

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The “Meet Your Match” campaign delivered a visually cohesive, product-forward launch package ready for Trace Minerals’ soft launch in June 2025.

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Deliverables included:

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  •   :30 Hero Video for brand storytelling.

    

  •   :15 Cutdown and multiple ad variants optimized for social and digital use.

    

  •   15–20 Static Images for email, social, and paid media in multiple formats (9:16, 4:5, 16:9, 1:1).

    

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The final assets balanced lifestyle warmth with clean, modern visuals, making the product both aspirational and approachable. The campaign helped position the powder not just as a supplement, but as an essential part of daily wellness.

Credits

Hadleigh Arnst
Director of Content
Tanya Thomas
Account Manager
Anthony Lagoon
Founder

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