CREATIVE
CalFresh: Healthy Living
Client
Launch
RSE Agency &
California Department of Public Health
July 2024
The Idea
For phase 1, we framed the narrative around seeing what’s really behind the label—what looks harmless might have serious consequences. We wanted to combine a sense of clarity and empowerment rather than guilt.
Key creative elements:
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A diverse cast, representing the diverse population of California, in a variety of real situations - fmaily meals, after school sports, hanging with friends.
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Visual contrast: what you see vs. what you “miss”—a sugary drink in plain sight, health risks not so obvious.
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Tone: sincere, approachable, hopeful. Focus on change through small steps—not overwhelming shifts.
Phase 2, was an additional suite of social assets combining original footage from Phase 1, user generated content, and motion graphics.
The Production
We produced a suite of videos, stills, and audio assets that spoke to multiple audiences —
Deliverables included a total of 78 video deliverables, 18 radio, and a variety of sills for digital, print collateral, and OOH.
Phase 1
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3x :30s & 6x :15 videos for broadcast, streaming and YouTube
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6x :15 video optimized for social in a variety of aspect ratios
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3x :30s & 6x :15 radio spots
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All in both English and Spanish.
Phase 2
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4x :30 & 4x :15 social videos in a variety of formats and aspect ratios
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5x :15 How-to videos in a variety of formats and aspect ratios
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All in English & Spanish
Filmed across CSU campuses, the creative paired real students in real environments — labs, classrooms, and community settings — with cinematic visuals that felt proud yet grounded.
The Impact
Video engagement rates exceeded benchmarks for public‐health campaigns—viewers watched past the 50 % mark on average.
Awareness of sugar-sweetened drink risks rose in target communities (based on post-campaign tracking).
The Team
Client: Runyon Saltzman Agency
Production: Alchemy Creative
Executive Producer: Mandy Sprinkel
Director: Jesse Rosten
DP: Will Myers
Producer: Dan Mansfield
Line Producer: Stephanie Kelley
The Testimonial
"You have been AWESOME dealing with all of the changes, all of the versions, all of it.Thank you, thank you thank you.
I don't know what I would've done without you. And I have to say, we've worked with different producers & it was never as smooth as having you on our side. It made everything much easier.”
-Tina Tafoya,
Production Director, Runyon Saltzman Einhorn Agency