ABOUT THE PROJECT
For the 2021 launch of CoolSculpting ELITE, it was time CoolSculpting got a little more 2021 itself. That is, to elevate away from the “ew, fat” tropes of the past and reposition itself as a body contouring tool that helps people keep the curves they want and eliminate the ones they don’t. To do this, we did a complete overhaul of the talent and casted real people with real bodies that were representative of actual users. We modernized the brand away from the cold and clinical by infusing warmth and humanity through a focus on sunlit skin in a diverse range of tones. And we celebrated the authenticity of our talent through storylines that were inspired by their own lives — an ex-NBA player, a boxer, a yogi — to ensure they were never acting the part, they were living it.