Work / ORA-26
Ora.
Every focus supplement says the same thing: clearer head, sharper day, buy now. The campaign's job: prove the claim by making the product disappear into the moment it's needed — and prove Dravn can hold one brand across two completely different registers, quiet and loud, without either one feeling like a different company.
Sector
Supplements · Wellness · DTC
Deliverables
Brand identity · packaging design · 5 ad masters
Formats
4:5 feed · 9:16 story
Production
AI production, art-directed · type set in Photoshop
Registers
Quiet-considered + loud-character, one brand
Year
2026 · self-initiated
The Brief
What problem the campaign solves
Supplement DTC has split into two tribes that never speak to each other: the Ritual-tier brands (glass jars, restraint, clinical credibility) and the Olly/Grüns-tier brands (mascots, jokes, maximalist worlds). Most studios can build one register or the other. Almost none can hold both inside a single brand without it reading as two different companies.
Give Ora both voices on purpose. Two ads that whisper — a jar beside a coffee cup, a phone turned face-down. Three ads that shout — a fortress under siege, a chain of dominoes stopped cold, a gunfighter who already won. Same jar, same claim, same "Ora." signature closing every ad — the range is the proof of craft, not a contradiction.
The device — repeats across every ad
Quiet or loud.
Always focused.
"Focus. One gummy a day." closes every ad in the set, whether the scene is a sunlit kitchen counter or a besieged fortress of books. The line never changes register even when the art around it does — which is what makes five wildly different worlds read as one campaign instead of five separate ideas.
The Ads
Two voices. One product. One line that never moves.
ORA-26 / 014:5 · Feed
Quiet
01 — The Pairing
Two objects, equal weight, one gummy already out of the jar. No claim louder than a sentence, no scene louder than a kitchen counter. The ad doesn't compete with coffee — it stands beside it.
Why it exists: Establishes the quiet register and the brand's actual voice before anything gets loud. Argues Ora fits into a morning that already works, rather than asking anyone to replace something they love.
ORA-26 / 024:5 · Feed
Quiet
02 — The Honest One
A jar that admits it's half the answer. The concession is the entire pitch — every other supplement in this category overclaims, so the one that doesn't becomes the one you believe.
Why it exists: Trust ad for a category built on hype. Runs to an audience that's been burned by "clarity in a bottle" claims before and needs a reason to believe this one's different.
ORA-26 / 034:5 · Feed
Loud
03 — The Siege
A full miniature world under attack, and the hero isn't fighting — he's reading. The joke is indifference, not victory. The chaos is maximal; the calm inside it is total.
Why it exists: The register-flip ad. Proves Ora — and Dravn — can build an entire character universe with original creature design, not just photograph a product.
ORA-26 / 044:5 · Feed
Loud
04 — The Stopped Chain
A distraction cascade rendered as literal, cinematic physics — and then simply arrested. One immovable object ends a chain that was already in motion. No character needed; the jar itself is the hero.
Why it exists: Proves the loud register can work through pure physical metaphor, not just character comedy — range within the range.
ORA-26 / 054:5 · Feed
Loud
05 — The Standoff
Classic gunfighter framing, except the draw already happened off-camera. The gummy won before the ad even started. The holstered jar reads as both the punchline and the product shot — genre and branding solved in one composition.
Why it exists: Closes the loud trilogy on the most confident joke in the set — and reunites the established creature cast from Ad 03, proving the universe holds together across scenes.
Craft Notes
What passed the 200% check
[✓] Label held across five worlds
Same jar, five registers
"Ora.", "FOCUS", "Daily Gummy Vitamin", "60 GUMMIES" — every character checked at 200% across all five ads, whether the jar sits on a kitchen counter or rides holstered at a gunfighter's hip. Packaging fidelity doesn't get a pass just because the scene turned playful.
[✓] Original character design
A consistent creature cast, not a one-off gag
The notification-gang — red badges, grey bells, white envelopes — appears with matching design across two separate ads (Siege, Standoff), proving the loud register is a built universe, not a single disposable joke.
[✓] One line, zero drift
"Focus. One gummy a day." never changes
The sign-off line is typeset identically in register, weight, and wording in every ad regardless of how loud or quiet the scene gets — the single thread that proves five ideas are one campaign.