Challenge

GREATER THAN, the all-natural hydration brand built around and for women, was repositioning and completely redesigning its packaging. The easy path is the algorithmic one: stock photography, CGI, AI-generated art. But for a brand whose entire promise is “all-natural,” sterile machine-made visuals would undercut the very thing it stands for. The redesign had to prove the brand’s ethos runs all the way down, to how the packaging is made and who makes it.

The Idea

Choose a human over an algorithm, then tell that story. Instead of using AI, PriceWeber commissioned original, hand-drawn illustration for the new packaging. And the artist had to embody the brand: a devotion to women and their empowerment at every stage of life, including the years too often dismissed as “retirement.” Illustrator Claudia Hammer embodied all of it. So rather than let a packaging decision go unseen, PriceWeber recommended turning it into a documentary short: proof, on film, that “all-natural” is a value, not a label.

The Work

PriceWeber conceived, directed and produced The Biography of a Goddess, a documentary short that captured Claudia not in a sterile photo studio but in her natural habitat: her sunlit home studio, surrounded by the artifacts of a life spent making art. Filmed over a single day, the film traces her journey as a woman in the historically male-dominated world of commercial illustration, laddering up to the commission that put her hand-drawn goddess on GREATER THAN’s redesigned cans.

It became the centerpiece of the rebrand launch, running across YouTube, Instagram, Facebook and LinkedIn, and extending into stores through Claudia’s in-person meet-and-greets, where she signs both cans and her original artwork for fans. Shooting in Claudia’s own studio, in a single day, kept the production authentic and efficient, and gave the brand a centerpiece film that does double duty as launch and retail content.

The Results

Published across YouTube and social, the film proved that authentic, human storytelling can outshine polished CGI, earning attention, sentiment and staying power a stock package shot never could.

Within the first two weeks, the 4½-minute documentary drew 22,386 YouTube views and more than 227 hours, over nine days, of cumulative watch time, introducing Claudia and the brand’s all-natural philosophy to a national audience. On Instagram, the Reel earned a stream of heartfelt comments, the kind of genuine emotional response AI content rarely inspires, while the film also ran on Facebook and LinkedIn, extending the story across the brand’s owned channels.

Its life did not end online. Claudia’s in-store meet-and-greets turned a single day of filming into a durable asset that keeps working across social and retail. And positioned as the first Biography of a Goddess, the film established a repeatable storytelling franchise the brand can build on for years, making GREATER THAN’s “all-natural” promise tangible and human, and honoring the women, the artist and the audience at its heart.