Non-routine Morning Routines With AG1

We travelled with AG1 from the white powder mountains of British Columbia to the lush waters of Japan to celebrate the people who show up when the world is at its quietest.

Directed by Farm League's Britton Caillouette, AG1's first global campaign seeks to celebrate the non-routine morning routines of real AG1 ambassadors around the world, providing an authentic look into their worlds and the commitment, determination and joy that comes with it.

Production on the campaign spanned the globe in effort to capture the vast community of athletes and individuals powered by AG1, from Everest climbers to rugby stars. Each day was tailored in order to maximize dawn shoot windows in order to achieve an authentic and cohesive look among locations, unifying the pursuits of the characters across the world. 

The campaign features an elite list of talent such as Cameron Smith, Sloane Stevens, Mick Fanning and more. As a cancer survivor and leg amputee, Britt Caillouette is a longtime advocate for featuring fellow amputees in his work. Hari Budha Magar, the first above-the-knee double-leg amputee to summit Denali and Everest, was the perfect embodiment of the spirit of the campaign.

"When working with brand ambassadors or non-traditional actors, I find that comfort comes with trust. Trust comes with listening, and letting talent show us how they would do something rather than telling them that we know better. If we’re doing it right, it’s just like asking people to do their job…do what they do everyday. This is something I try to bring to all of my work."

- Britton Caillouette

Adapted from Shirley Temple's "Good Morning" and bedtime classic novel "Goodnight Moon," the VO serves as a playful ode to the morning rituals of the cast brought to life through the legend himself, Rick Rubin. The result is a mesmerizing rallying cry to get out and get after that even rivals that of BBC's  'Planet Earth.' 

“Good Morning, Moon is our love letter to morning people—the ones who rise when the world’s still quiet and choose to show up. It’s a celebration of what AG1’s been about since day one: starting your day with purpose.”

- Paulie Dery, AG1 CMO

To mark the end of daylight savings and an extra hour of morning light, the campaign launched on November 1st and made its broadcast premiere during Game 7 of the World Series. Read more about the campaign in AdAge, Campaign, and LBB.