supplement brand Onform gets surreal
Billy King directs death to the supplement cupboard campaign for Onform.
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CANADA director Billy King brings home a Bronze Kinsale Shark for Healthcare and Pharmacy with a brilliantly surreal, deadpan spot for supplement brand Onform.
Four films Vibes, Mule, Attention to Detail, and Piñata, the campaign plays out in a stark, otherworldly landscape where two assassins share a single target: the supplement cupboard. Armed with Rube Goldberg logic and gleeful stupidity, the duo dreams up absurdly complicated ways to get the job done.
The visual style leans heavily into Onform’s retrofuturist identity, channeling the mid-century optimism of 1950s and ’60s sci-fi.
“These imagined worlds were full of ingenious ways to make everyday life easier, including how we nourish ourselves,” explains Simon Bastable, Co-Founder of Onform. “Yet the supplement cupboard has only grown more crowded. Ultrafood carries that optimism forward: Onform’s vision for the future of daily nutrition, stirred into the food we already eat.”
King’s signature blend of tactile world-building and comic timing turns a routine health message into a piece of pure visual cinema, proving once again that healthcare advertising is at its best when it refuses to play it safe.
