F-That // OOH + Digital
F-Factor is a lifestyle brand that helps followers lose weight without having to follow the restrictive rules of traditional diets. For their first-ever campaign to debut the brand in Miami, we brought them F-That. Like a billboard-sized middle finger, F-That takes a stand against what the usual diet says you have to give up to lose weight.
Role: Wrote headlines and social copy.
VMLY&R // ACDs Anja Harmon & Amanda Vinci, AD Yaiseli Gonzalez
