AG1

AG1 · Good Morning Moon

AG1 presents 'Good Morning Moon,' a live-action commercial exploring the intersection of morning routines and high-performance movement. The film tracks diverse athletes—from surfers and cyclists to runners and tennis players—as they transition from pre-dawn training to sunrise activity across coastal and mountain terrains. The production utilizes dynamic camera movements and cinematic lighting to mirror the shift from twilight to full daylight. Sound design by Sound Goods punctuates the visuals, emphasizing the connection between physical activity and the brand's nutritional beverage offering. The work leans into a clean, action-oriented aesthetic.

AG1 · Morning Thoughts: Construction Crew

This commercial spot for AG1 features actor Hugh Jackman in a lifestyle-focused portrait as part of the Morning Thoughts campaign. The narrative-driven piece captures a candid, morning moment, relying on live-action techniques to integrate the product into a daily routine. The execution leans into a warm, cinematic aesthetic, utilizing natural light to highlight the interior setting of a city apartment. The production foregrounds the performer against an urban backdrop, balancing brand placement with a grounded, intimate atmosphere.

AG1 · Brand Identity

The AG1 brand identity project represents a comprehensive visual system developed by The New Company. The design framework merges clinical precision with organic vitality, bridging nutritional science with holistic wellbeing through a layered, multi-media approach. The project utilizes a clean, minimalist aesthetic across a range of formats, featuring photography by Cait Oppermann, Nacho Alegre, Sergiy Barchuk, and Swanson Studio. The visual narrative balances high-contrast studio work and macro product photography with naturalistic lifestyle imagery and technical vector animations. By layering diverse visual elements—including botanical textures, athletic movement, and schematic diagrams—the identity establishes a modern, cohesive look. Graphic design elements and sans-serif typography are consistently applied to provide structure, while earthy green tones and organic textures underscore a natural product narrative.

AG1 · Good Morning, Moon

AG1 · Keep Your Routine

AG1 · Good Morning, Hugh

AG1 centers its latest skincare and beauty industry campaign, "Good Morning, Hugh," on a morning routine featuring Hugh Jackman. The film moves through a minimalist, modern home, focusing on the preparation of a nutritional supplement drink within a sunlit kitchen space. Captured in a horizontal, live-action format, the narrative leans into a clean aesthetic enhanced by natural light. The spot follows Jackman as he integrates the product into his morning rhythm, briefly incorporating an energetic tap dance sequence that draws a reaction from neighbors before concluding the routine.

AG1 · The Making of 'Good Morning, Moon' with Hari Budha-Magar

AG1 · Athletic Greens