Downward facing dog, upward facing future. That’s the new mantra we created for this client’s wellness practice. Is it blasphemous to modernize an ancient tradition? We pray to the gods not, because that was the core direction for this project. We used a clever, cheeky tone of voice to help the masses understand what Ayurveda is (through the Sanskrit sans bullshit campaign) and more importantly, help this audience see how our client’s approach is more innovative, impactful and edgy than most of the flaky, fluffy healing practices out there.