Heading
For this spec project our goal was to provide AG1 with images across their homepage, paid media, and educational touch points without feeling technical. The goal was to create a cohesive system of imagery that felt premium, trustworthy, and grounded in everyday use. We approached the project by splitting the work into two complementary worlds: studio and lifestyle. The studio photography focused on clean compositions, controlled light, and minimal props to highlight the product’s functional benefits and ingredient story. For lifestyle, we anchored everything in a real consumer environment, selecting locations, talent, and moments that reflected how AG1 actually fits into a daily routine. The result is a versatile image library that supports performance marketing while still feeling human, aspirational, and authentic to the brand’s mission and purpose.
Our Strategy
Challenge
The challenge was creating content that could serve both performance marketing and brand storytelling without feeling generic or overly styled. AG1 has a strong identity and a highly informed customer, which meant the visuals needed to feel credible, functional, and elevated at the same time. We also had to ensure the product remained the hero while still showing real-life context, avoiding stock-photo energy or overly staged wellness tropes that would dilute trust.
Goal
The goal was to create a flexible visual system that could support web, paid, and social while reinforcing AG1’s position as a daily essential. We wanted imagery that felt aspirational but achievable, rooted in routine rather than hype. Every frame needed to communicate simplicity, consistency, and trust, helping customers immediately understand when, why, and how the product fits into their lives without overexplaining or distracting from the core benefits clearly.
Solution
The solution was a two-pronged approach combining clean studio photography with intentional lifestyle storytelling. In studio, we used minimal props, controlled lighting, and precise compositions to highlight function, quality, and form. For lifestyle, we selected environments and moments that mirrored the target customer’s routine, creating scenes that felt natural and lived in. Together, the imagery creates clarity, consistency, and versatility across marketing channels while reinforcing AG1’s credibility and everyday relevance.
