Valerie

The brand

Valerie is a science-led nutrition brand for women 35+, founded to take a hormone-first approach to energy, mood, sleep and resilience. The product is liposomal supplement shots, formulated for absorption with women's biology in mind. It sits stocked in Liberty London and Holland & Barrett, with a bold, plain-spoken "wild woman" brand voice and a fast-growing direct customer base.

The work

Valerie came to us needing a big injection of high-volume content for paid media, with organic and founder pieces produced from the same shoots. Women's health DTC burns through ad creative fast, and founder content only earns trust if it reads honest rather than over-produced.

We filmed one day a month for six months. Each shoot day was built to feed paid first, with organic offcuts and founder pieces to camera planned into the same set-up. Low-fi where it counted, polished where it had to be. Static design ran alongside, weighted to paid with organic versions stripped from the same creative direction.

The output

Across the first three months of the engagement alone, the Production Lab delivered roughly 150 pieces of finished creative: around 130 videos and 20 statics, across more than twenty distinct creative concepts and over fifteen different on-screen talent.

The format range was deliberately wide. Founder pieces with Valerie's co-founder, pulled from podcast appearances and dedicated shoots. Expert authority through Nurse Becs Clinic, formatted as Q&A and short-form to-camera. Customer review edits with Lotti, Bert and Sara Louise. UGC-style pieces with creators including Lauren, Pippa and Nassie. Comedy and parody concepts: a Carole Vorderman spoof, a Funny Women music video, a "Too Sexy" catwalk, a PacMan-style rage scene. ASMR cuts, Google search overlays, and an intentionally "ugly" static series alongside the polished design work.

Most concepts were cut into 2 to 3 hook variants for systematic paid testing. The shoot days were structured for high yield: a single founder podcast pull generated 16 finished ad variants, one Nurse Becs shoot day generated 6 or more.

Why this shape

A quarterly hero shoot starves a paid media account. A focused day a month keeps the testing pipeline full and the production cost predictable. The Production Lab absorbed all of it under one team: filming, founder direction, edit, static design.

The outcome was a reliable monthly drop of paid creative, founder content, organic, and statics, sustained across the engagement without a single rescheduled shoot day. A repeatable production rhythm Valerie's team could plan their media calendar around.