Early on, we identified the GLP-1 injection as a visual that was both arresting and ownable. So when tasked with creating a TV spot using existing footage, I pitched a bold idea: 15 quiet seconds, focused entirely on the shot itself. No music, light VO—just enough to let the moment shine.

The result was a perfect blend of ASMR, an unexpected pause that cut through the noise, and a striking visual that made viewers stop and notice. It became Ro’s highest-performing and longest-running weight loss commercial.