Nurri launches shake ya can campaign
The work was directed by Daniel Russell of production company ArtClass.
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Agency Curiosity was awarded the business following a multi-agency review.
The pitch emphasised capabilities and chemistry rather than spec work, and the partnership now represents one of Curiosity’s largest accounts. The partnership kicks off with Nurri’s first advertising campaign, Shake Ya Can.
Launched in 2024, Nurri has quickly become a standout growth story. The brand is already available in key retailers including Costco, Sam’s Club, Walmart and Amazon. Nurri’s rapid success and plans for growth fuelled its desire to bring on Curiosity as a strategic partner.
Credits
View on- Agency Curiosity Advertising/Cincinnati
- Production Company ArtClass Content
- Director Daniel Russell
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Credits
View on- Agency Curiosity Advertising/Cincinnati
- Production Company ArtClass Content
- Director Daniel Russell
- Managing Partner Geno Imbriale
- Managing Director/Executive Producer Kirsten Arongino
- Executive Producer Logan Scott Gilmore
- Head of Production Sparkle Jones
- Producer Olivia Possino
- Chief Creative Officer Jeffrey Warman
- Group Creative Director Matt Cragnolin
- Creative Director Pam Fraser
- Production Designer Arne Knudsen
- DP Bryant Jansen
- Choreographer Sara Bivens
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Credits
powered by- Agency Curiosity Advertising/Cincinnati
- Production Company ArtClass Content
- Director Daniel Russell
- Managing Partner Geno Imbriale
- Managing Director/Executive Producer Kirsten Arongino
- Executive Producer Logan Scott Gilmore
- Head of Production Sparkle Jones
- Producer Olivia Possino
- Chief Creative Officer Jeffrey Warman
- Group Creative Director Matt Cragnolin
- Creative Director Pam Fraser
- Production Designer Arne Knudsen
- DP Bryant Jansen
- Choreographer Sara Bivens
“Protein is having a cultural moment, but the ready-to-drink category is still asleep,” said Ashley Walters, Chief Marketing Officer and Partner at Curiosity. “Nurri has the ambition and courage to be a category leader, and we’re excited to help lead the brand through its next phase of high growth.”
Shake Ya Can aims to give Nurri a distinct and joyous personality, featuring a fun and eclectic cast of diner patrons and staff getting their groove on while fueling up with Nurri. The work was directed by Daniel Russell of production company ArtClass.
“When I first heard the brief,’ I actually laughed, because in my early music-video days, I shot a lot of dancing,” said Russell. “This spot felt like the perfect full-circle moment. Nurri basically let me blend my music-video roots with a fun, irreverent commercial that isn’t afraid to push the line. I love that.”
