Ever been trapped in an unhealthy cycle, but didn’t know it? These films reveal eating habits we all fall into and how Noom’s in-app curriculum helps us understand the psychology behind them.

Fog Eating

Clean Plate Club

Food Pusher

Briefed to position Noom as the psychology-backed solution to weight loss, I worked as an art director leading the project from the initial concept and scripting stages through post production of 193 TV + digital video assets for peak season 2021, airing in the US, UK, Australia, and New Zealand.

The scenarios we chose are inspired by the most-saved Noom curriculum articles. For music, we remixed the Pixies' 'Where Is My Mind?' to emphasize the mindless nature of life-long habits and add a sense of 90s nostalgia.

This campaign proved to convert users 53% more than our control assets. We also saw in testing that over 3 in 4 users walked away with impressions that Noom was innovative, unique, high quality, and trustworthy. Which is why Noom created two rounds of this campaign—for the 2021 and 2022 peak seasons.