The Blues is Proper's blueberry-flavored sleep-support superfood powder, designed to be part of a nighttime routine. It combines ingredients including melatonin, L-theanine, tart cherry, and magnesium, alongside fiber, digestive enzymes, and probiotics. Proper

It's essentially a nighttime drink designed around sleep support, rather than a conventional pill-based supplement.

I wanted to explore a simple question:

With supplement advertising, it's easy to throw a list of ingredients and benefits onto a graphic and call it an ad.

I wanted to take a more product-first approach make The Blues visually desirable, communicate one clear idea at a time, and give each creative a reason to exist. The Creative Direction

I built three ads around three different moments in the product journey:

A strong product-led visual designed to make someone immediately understand what The Blues is and want to know more.

Instead of overwhelming the viewer with the full formula, I focused on key ingredients like melatonin, magnesium, and L-theanine and turned the information into part of the visual.

A straightforward creative showing how The Blues fits into a nighttime routine: scoop, mix, and drink.

Three ads, three different messages, one consistent visual system. N:BThis is a fictional campaign created for creative exploration and portfolio purposes. Proper was not a client for this project.