In a world where the line between real and fake grows increasingly blurry, Ritual and creative agency Giant Spoon have found a clever way to cut through the noise. In their latest campaign, the two brands have harnessed the power of Google’s newly launched Veo 3 AI video generation platform to create lifelike avatars that deliver an unexpectedly honest message: these avatars may be fake, but Ritual’s science-backed supplements are the real deal.
The campaign playfully leans into the moment. While the wellness industry is filled with questionable ingredients, unproven claims, and “experts” who may not be entirely trustworthy, Ritual has chosen to highlight its own transparency and rigorous standards. Real ingredients. Real clinical studies. Real results. By creating these too-perfect AI avatars in a world of digital wellness, Ritual and Giant Spoon underscore the importance of authenticity in a space that can often feel anything but.
This innovative campaign was conceived and executed in just 24 hours—a fast-paced sprint made possible by the capabilities of Google’s Veo 3. It stands as one of the first major brand activations to showcase the new AI video technology. Despite the polished and surreal nature of the avatars, they’re upfront about one thing: they’re completely fake. But the supplements and the science they discuss? That’s all real.
The campaign is part of a larger creative partnership between Ritual and Giant Spoon, who last year earned recognition with their Clio-winning ‘Trace Like a Mother’ campaign. That work emphasized Ritual’s relentless ingredient transparency, drawing inspiration from the care and scrutiny that mothers bring to everything in their homes—including the supplements they choose.
By blending cutting-edge AI technology with a message of authenticity, Ritual and Giant Spoon have created a campaign that both acknowledges and pokes fun at today’s digital confusion. In a world filled with illusions, Ritual wants its audience to know that real, honest wellness matters most—even if it means using the most transparently fake characters to prove it.
