Case Study · 2025—Metamucil, an iconic P&G brand

Visualizing Gut Balance.
Science meets brand evolution.

How we helped Metamucil, an iconic P&G brand, modernize its visual language and translate fiber science into a brand-aligned mechanism-of-action animation.

Client

Metamucil · An Iconic P&G (Procter & Gamble) brand

Industry

Consumer Health

Services

Strategy · MOA Animation · Stills

Format

16:9 · 9:16 · 1:1

The brief

Elevating fiber science through strategic visualization.

Fiber supplements are clinically validated and trusted by consumers, yet many people are still learning about their benefits. Our goal was to educate and inspire wider adoption by conveying scientific sophistication and brand warmth in a fresh, engaging way.

This is not just about the final animation. It's about how science, strategy, and design alignment happen internally.

Our Framework

The D.R.E.A.M. framework.

Production didn't begin with animation - it began with strategic alignment. By investing in discovery and concept testing early, we aligned science, marketing and brand heritage before a single frame was rendered.

D
Discover
Understand the landscape
R
Reimagine
Explore creative possibilities
E
Experiment
Test & validate concepts
A
Actualize
Production, feedback & approval
M
Multiply
Deliver, adapt & scale

High-level approach

What we did, in five moves.

Discover

Category, science & consumer immersion. Hands-on product exploration with real fiber hydration tests.

Reimagine

Blue-sky visual exploration and 6-frame beat boards to land tone, lighting and the internal-environment feel.

Experiment

Three audience-tested executions plus a complete production blueprint: storyboard, motion principles, color & lighting.

Actualize

Two low-res previews with structured feedback rounds, then a high-res final pass with full sound design.

Multiply

Delivered across 16:9, 9:16 and 1:1 plus stills, then scaled the system across the brand's wider portfolio.

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Want to see how the science
became the story?

The deep dive covers our discovery research, beat boards, audience testing, three production rounds and final delivery. Drop your email to keep reading.

Phase 01

Discover

Understand the landscape

Strategic diagnosis before visualization.

Before any creative began, we mapped the scientific, brand and communication landscape around the product. Most fiber-supplement advertising relies on simplified diagrams and exaggerated digestive metaphors which might be familiar, but no longer reflective of modern formulations.

"Increase perceived scientific credibility while keeping the warmth and accessibility consumers already associate with the brand."

Scientific & regulatory grounding

Soluble vs. insoluble fiber behavior
Water absorption & gel formation
Stool normalization
Microbiome interaction

In parallel we clarified regulatory boundaries so the visual storytelling stayed scientifically responsible and avoided exaggerated claims.

Consumer insight

Digestive health is deeply emotional. Consumers associate fiber with:

Relief
Lightness
Daily comfort
Predictability

Hands-on product exploration.

We observed the product interacting with water in real time, documenting hydration speed, gel-network expansion and changes in viscosity and texture. Those observations directly informed the material behavior in the final animation.

Strategic narrative direction

Working with the client, we reframed the story around balance and system support, thus positioning fiber not as a rescue product, but as a daily system optimizer.

Phase 02

Reimagine

Define creative direction

Blue-sky exploration.

We tested multiple visual directions, lighting, mood, material behavior and levels of realism in order to balance scientific authority with emotional resonance.

Beat boards

Short, 6-frame visual narratives let us evaluate tone, internal environment and fiber behavior strategically, without committing to full production.

How can fiber expansion be visualized without exaggeration?
What language communicates balance and comfort most clearly?
How should the internal environment feel emotionally?

Narrative Concepts03 directions explored

Narrative Option 1 — Tone, lighting & material study A — Narrative Option 1

Narrative Option 2 — Tone, lighting & material study B — Narrative Option 2

Narrative Option 3 — Tone, lighting & material study C — Narrative Option 3

Phase 03

Experiment

Test & validate concept

Audience testing through multiple video versions.

From the selected concepts we developed three distinct test executions, each exploring variations in tone, pacing and narrative emphasis. Tested with consumer audiences, the client could evaluate which approach resonated most.

Production blueprint.

The final direction was translated into a structured production framework, clearly defining both creative vision and all scientific aspects.

Complete storyboard
Visual language guide
Scientific representation rules
Motion behavior principles
Color & lighting standards
Boundaries for anatomical realism

Phase 04

Actualize

Production, feedback & approval

Three structured rounds. Each one tightened the alignment between science, marketing and craft.

1Round 01

Low-resolution preview

End-to-end preview with look, lighting, music and sound design. Marketing-team feedback covered timing, gel movement, depiction of efficacy, behavior of cholesterol and blood-sugar levels, plus text overlays and disclaimers.

2Round 02

Adjusted preview

Refined cut based on marketing feedback included color tweaks, simplified textures and movement, subtle timing adjustments, sizing & prominence of elements, and tighter logo, overlay and voice-over treatments.

3Final

High-res final

Final version in high resolution with all bells & whistles, submitted for client approval. Upon it was locked, all complementary versions and assets followed.

Phase 05

Multiply

Deliver, adapt & scale

One master MOA. A foundation for the whole portfolio.

Beyond the launch campaign, the MOA became a reusable visual system - a shared language Metamucil can extend across its other products and future campaigns without starting from zero each time.

Delivered in 16:9, 9:16 and 1:1 for every channel
High-resolution stills adapted for packaging, print and digital
A scalable system, ready to flex across the Metamucil product line

9:16 Vertical

1:1 Square

The outcome

Not just an animated explanation
a strategically grounded visualization system.

Designed to communicate fiber science with clarity, credibility and brand consistency.
Built to scale across an entire portfolio.

Results / Impact

From explainer to broadcast.
A campaign now running at national scale.

National TV

On Air

Aired in P&G and Metamucil US broadcast campaigns.

Multi-format reach

3 cuts

16:9 TVC · 9:16 social · 1:1 in-feed.

Brand foundation

Reusable system

A visual language built to extend across Metamucil's wider product portfolio and future campaigns.

“Now airing in P&G's US national TV campaigns.”

Visualizing Gut Balance.Science meets brand evolution.

Elevating fiber science through strategic visualization.

The D.R.E.A.M. framework.

What we did, in five moves.

Want to see how the science became the story?

Visualizing Gut Balance.
Science meets brand evolution.

Want to see how the science
became the story?