During a period of rapid growth for wellness brands in 2020, I was tasked with creating a TV campaign positioning Noom as the leading psychological solution to weight loss. In Noom's first experiment with conceptual advertising, we were also tasked with featuring a real Noom user and their weight loss results. For this, a non-sensical Noom world where Noom users confront their inner self and other Noom users appear out of thin air felt right.