We produced their launch commercial. Then we found the reason it wasn’t converting — and why the fix was more production, not more ad spend.
OWN Vitamin is a direct-to-consumer supplement brand built on a sharp idea: personalized beats generic. Over two engagements, Lead Wolf did both halves of what that kind of brand needs — the film that launched it, and the diagnosis of why the launch wasn’t turning clicks into customers. It’s the clearest example of what “strategy, production, and paid media under one roof” actually buys you.
Act one: the launch production
Working alongside Jaybird Creative on creative direction, we produced OWN’s launch campaign around its founder’s hook — “Don’t take mine. Get Your OWN.” The concept turns the whole supplement category against itself: everyone reaches for the same generic daily; OWN is the one built for you.
We shot it in November 2025 across a home set — kitchen, porch, garden — and our studio for product and macro work, casting across generations to carry the “this is for everyone, personally” message: a young couple, a mom and kid, cyclists, an older couple. The delivered package was built to launch a brand for the new year, not just fill a feed: a 30-second hero commercial; a full set of short-form social cutdowns in every ratio the brand needed (16:9 for web, 9:16 for Reels and TikTok, 1:1 for feed); 10 to 15 studio product photos; 20 to 40 lifestyle images; plus behind-the-scenes footage and edit-based UGC-style content. Every asset transferred to OWN outright — theirs to own and run in perpetuity.
On set for the OWN Vitamin launch — November 2025. Directed by Michael Soares; produced by Lead Wolf.
Act two: the diagnosis
When OWN later brought us in to run paid media, I did what we always do before scaling spend — I took the funnel apart. The traffic was fine. The conversion path was not. Across roughly 5,367 ad clicks, the store recorded zero sales that could be traced to an ad, and about 70% of the Google budget went to people already searching the brand by name — none of whom converted.
The real leak was inside the product quiz. Of roughly 4,400 sessions, about 1,300 people started the quiz — and 94% of them dropped out before they ever saw a product. More traffic wouldn’t have fixed that. It would only have made the leak bigger.
Where production and diagnosis meet
Here’s the part only a shop that does both would catch: the fix wasn’t more awareness content, and it wasn’t more ad spend. The launch film had already done its job at the top of the funnel. The bottleneck was trust deeper down — the moment a shopper has to believe a monthly subscription is worth committing to. So the highest-leverage next move is targeted production: a “proof layer” of creative on the product and quiz-result pages, the assets that make the price feel safe.
Production when it’s the right answer. Diagnosis when it’s not. On OWN we were honest about which was which — and being able to make that call, then build whichever one the business actually needs, is the entire point of Lead Wolf.
Creative direction on the launch campaign: Jaybird Creative. Production: Lead Wolf. Paid-media figures are platform-tracked.