THE ASK

Vital Proteins wanted to show up at New York Fashion Week with an activation that would celebrate the true Vitals of the industry: the makeup artists, stylists, hairstylists grinding 14-hour days to bring this iconic cultural tenet to life from the backstage.

THE IDEA

A destination that treats NYFW Vitals to the nourishment they need to stay feeling, and looking their best all week long. The Vital Diner delivered a menu of collagen-infused treats along with engaging activations that reinforced Vital Protein’s commitment to supporting wellness during Fashion Week’s busiest moments.

Agency Partner: CNC Experiences

Scope: RFP Creative Director — the project was transitioned to internal teams after the bid was won.