Function Health

Every January, wellness turns into theater. Powders, pills, resets, and an avalanche of advice that leaves people anxious rather than nourished. The Sweetgreen × Function Health collaboration, designed with Dr. Mark Hyman, was built to cut through that noise by positioning real food as the clearest expression of functional wellness, not another protocol to opt into.

As creative director on the partnership, I led the creative vision across campaign strategy, brand platform, menu launch, and the full social ecosystem. The work brought together three voices that rarely share the same table: Sweetgreen's craveability, Function Health's diagnostic precision, and Dr. Hyman's food-as-medicine philosophy. The job was to make credibility feel desirable, and to make functional eating feel like the easiest part of someone's day.

We anchored the campaign in a simple platform: eat what loves you back. From there, we built a five-bowl menu designed by Dr. Hyman, each one tied to measurable biomarkers that Function Health could track. The bowls weren't positioned as supplements or prescriptions. They were positioned as lunch, because that's how people already eat.

The social plan carried the idea across Instagram, TikTok, and Shorts. ASMR ingredient teasers introduced the partnership through feeling before information. Hero films dramatized small moments of reset inside overloaded days. A playful misdirect with Dr. Hyman reframed functional food as the relationship that actually shows up for you. A rewards pull-through gave Sweetgreen app users $50 off Function Health, turning a promotion into a wellness upgrade. The story extended beyond owned channels through Dr. Hyman's newsletter and podcast, putting the partnership in front of one of wellness's most trusted audiences. Across every touchpoint, the tone stayed confident and quiet. More dinner table than wellness industrial.