OVERVIEW
Good Tide is a premium gummy brand built around one idea. Vacation vibes. SOS partnered with Good Tide to shape and execute a campaign that treated the gummy as a personal version of vacation. Our job was not to explain the product. It was to make the feeling instantly recognizable and relatable. Sun washed. Easy. Effortless. The kind of vacation you do not plan. You just step into.
The result was a cohesive brand system spanning social, lifestyle content, and a flagship brand film, all built to live inside that state of mind.
SERVICES
Campaign Creative Direction
Concept Development
Scripting & Narrative Development
Marketing & Social Strategy
Video Production
Set Design, Styling, Casting
MGFX, VFX
Post Production
The Opportunity
The gummy category is noisy. Loud claims. Literal storytelling. Everyone trying to tell you what their product does. Good Tide did not need another explanation. It needed a way to connect. Our role started with defining how to speak to a wide audience through one shared truth. Everyone wants a vacation. Not a trip. A feeling. A shift in mood. Something better than where you were five minutes ago.
From there, our work focused on turning that truth into a campaign that felt intuitive, premium, and human. Something people understood immediately, without being told how to feel or why it worked.
The Creative Idea: Everyone deserves a little vacation.
Not everyone can disappear to a tropical island.
But everyone deserves a moment that feels like one.
Good Tide became that moment.
A small escape. A better mood.
A vacation, in a bite.
This laid the foundation for the entire campaign: guiding concept, structure, visuals, production tactics, and post.
Campaign Architecture
SOS designed the campaign as a system, not a single execution, built to flex across platforms and deliverables while maintaining a singular point of view.
“A Little Vacation” Social Vignettes
Short form moments designed to interrupt everyday life with an instant shift into vacation mode. Three short vignettes delivered the idea with clarity, humor, and repeatability.
• A single, transformable set location created multiple pop-up vacations.
• Each vignette opened tight portraying the subject deep in vacation, already calm and present.
• As the camera pulled back, the reveal landed. The vacation came to them.
Rather than producing a traditional standalone brand film, SOS designed the hero piece as a modular narrative, built from multiple content sources and unified through a single storytelling lens.
THE FILM COMBINED:
• Footage captured during the social vignette shoots
• Select stock footage for emotional texture and scale
• Purpose shot footage inside the Good Tide product testing lab kitchen
• Designed motion graphics for clear, effortless education
All of it was woven together through one continuous narrative script, written with the carefree, irreverent and laidback tone of the Endless Summer. Sun faded, relaxed, and confident.
Storytelling Through Craft
The film followed a six-part journey, from invitation and brand point of view through product truth, lived experience, and a closing mantra. This allowed us to communicate credibility without breaking the lifestyle flow.
Execution & Outcome
The campaign was designed to feel effortless, but built with intention at every stage.
Three curated, minimal sets enabled nimble production and a complete social shoot in a single day. Casting and styling were deliberately restrained, aligning presence, wardrobe, and detail with the casually premium Good Tide tone. In post, editing, color, sound, and motion design were kept warm, natural, and understated, allowing the vacation feeling to lead without explanation.
The result was a cohesive brand world and flexible content system that made vacation a state of mind and introduced Good Tide as the way to get there.
