01
The Drift
A supplement built on gene-expression science. An older audience who still wanted to live like they were young.
The science alone would not reach them. They needed to see themselves.
02
The Straight Story
We found real people defying age: five profiles, filmed in three countries by four crews. A surfer mom in her 50s. An accountant who after 30 years picked skateboarding back up. A calligrapher in China keeping an ancient art alive. Short social videos then explained the ingredients in plain language.
The promise
“Live youthfully, regardless of age.”
03
The Results
$100M
In sales from the launch over 18 months.
5 profiles
Real people defying age, filmed in 3 countries.
4 crews
Different crews in different countries. One seamless story.
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