“Don’t Jinx It, Drink Karma” is a three-part commercial campaign designed to break the stigma surrounding digestive health through humor, relatable situations, and lighthearted storytelling. Recognizing that digestive issues are common but often embarrassing to discuss, the campaign positions Karma Probiotic Water as a convenient way to support gut health and everyday wellness. Each commercial highlights familiar, unfiltered moments to make the conversation around digestive health more approachable while reinforcing the product’s benefits. As co-art director, co-copywriter, and project planner, I helped develop the campaign’s creative direction, messaging, and overall concept.