Love Song Creates Timeline's First National Campaign
Timeline, the pioneering longevity brand behind the clinically proven supplement Mitopure, has launched its first major brand awareness campaign across the United States. Titled “It’s About Time,” the campaign is a call to rethink aging, not as an inevitable decline, but as a powerful chapter in the human journey.
At the center of the campaign is a cinematic Brand spot produced and directed by award-winning creative studio Love Song, with rising talent Ja’Lisa Arnold at the helm. Featuring a construct and thematic that began with the brand’s internal creative studio, the campaign was brought to life in true partnership with the Love Song team.
The film artfully depicts a woman's experience in the uncanny dissonance of midlife. She can’t pinpoint exactly when it happened, but her reflection shows a self she does not recognize. Her body feels hijacked, her existence mundane.
In a desperate search for a solution, she encounters a fraught wellness industry that offers a barrage of trendy yet unproven treatments, yet somehow never speaks to her.
Crisis becomes clarity when she begins to understand aging at its most fundamental: it starts on the cellular level, with the deterioration of mitochondrial health. Mitopure, she learns, is the science-backed supplement that can reverse the decline.
This new knowledge allows her to reclaim her power and, in so doing, transform her outlook on aging from one of diminishment to one of expansion, embracing the gift of more good time. “This campaign is deeply personal. It speaks to something so many people feel but don’t say out loud; the pressure of modern aging,” said Federico Luna, Chief Marketing Officer at Timeline. “We want to change the conversation. Aging is not something to fear. It’s something to face with knowledge, strength and optimism.”
The campaign will run across connected TV, digital video, and social media. Timeline is also taking over New York City with a multi-format out-of-home campaign, including transit ads, wild postings and street-level experiences in key neighborhoods.
Echoed Molly Crabtree-Maul, Executive Creative Director at Timeline, “We saw an incredible opportunity to tell an emotionally resonant story that would spark conversation and help this crucial, often underserved audience feel seen.”
Added Ja’Lisa, “Time is our most invaluable gift, and this project was a profound reminder of that truth. I was moved by this script's refusal to be just another anti-aging story. Instead, it beautifully reframed the entire conversation around what aging can look and feel like—a deep accumulation of wisdom, resilience, and lived-in grace.
“We all aspire to live long, happy lives, and this film visually captures Timeline's core mission,” she continues. “It’s about the journey from feeling imprisoned by time to feeling liberated within it, adding quality and longevity to life, not just years to a lifespan.”
CREDITS
Client: Timeline
Production company / Agency: Love Song
Director: Ja'Lisa Arnold
EP/Creative Director: Daniel Wolfe
Managing Partner: Kelly Bayett
Executive Producer: Deannie O'Neil
Head of Production: Paige Kauffman
Producer: Becks Parra
1st AD: Keith Giesbrecht
DOP: Ante Cheng
Production Designer: Jay Pooley
Production Service Company: Merchant
Executive Producers: Ian Webb, Farrah Khaled
Executive Producer: Hayley Taylor
Line Producer: Dan Montgomery
Editorial Company: Exile
Editor: Rex Lowry
Assistant Editors: Jonathan Rogers, Erin Roundy
Senior Producer: Lucia Villalta
HOP: Taylor Rousseau
Associate EP: Adam Parker
Executive Producer: Jennifer Locke
VFX: Stray
VFX Supervisor / Creative Director: Dan Williams
2D Lead: Stephen Miller
Executive Producer: Misha Stanford-Harris
Producers: Ellie Georgiou, Max Castang
Color: Trafik
Senior Colorist: Daniel de Vue
Color Producer: Geoff Linville
Color Assist: Phillip Dystant Jr.
Sound Design + Mix Company: Barking Owl
Sound Mixer: Henry Gilchrist
Executive Producer: Ashley Benton
Producer: Jenna Pangilinan
Associate Producer: Andrea Bovard
Managing Director: Carol Dunn
Composer: William Ryan Fritch
