Lose weight for you

The Lose Weight for You campaign for ZAVA was a bold, modern take on outdated weight loss messaging. It subverted the tired “Lose Weight for Summer” narrative, playfully poking fun at the pressure to slim down for swimsuit season while encouraging people to focus on their health for the right reasons—their own.

Through sharp, self-aware copy and engaging creative, the campaign positioned ZAVA’s weight loss service as a medically backed, supportive solution for those looking to make meaningful, sustainable changes.

I spearheaded the campaign from ideation to execution, managing all stakeholders and leading a creative team to bring the vision to life. This involved working cross-functionally across the business to ensure alignment on messaging, strategy, and creative assets.

I also scripted and storyboarded the video content and even produced the music, ensuring a cohesive and engaging brand experience across all touchpoints.

Here’s What I Delivered:

  • Full campaign management, ideation, and strategy – from concept to execution, ensuring every element aligned with the brand and business goals.

  • Multiple landing pages – tailored messaging for different demographics to maximise engagement and conversion.

  • Paid social ad copy – sharp, compelling messaging designed to stop scrolling and drive action.

  • Email marketing – persuasive, well-crafted emails that nurtured leads and encouraged sign-ups.

  • PPC ad copy – data-driven, high-performing search and display ads.

  • Video direction and music production – bringing the campaign to life with engaging video content, from scriptwriting and storyboarding to overseeing production and composing original music.

Results

The campaign was a resounding success, driving a sharp rise in new customer acquisitions (NCA) and reinforcing ZAVA’s positioning as a trusted provider of weight loss treatments. By balancing wit with a genuinely supportive message, Lose Weight for You resonated with audiences, proving that effective weight loss marketing doesn’t have to rely on outdated, appearance-focused messaging—it can be smart, engaging, and empowering instead.