With stress, anxiety, and sleep issues at an all-time high, we helped Natural Vitality spark new conversations about mental wellbeing. How? By tapping in Lil Jon — the Grammy-winning king of crunk turned mindfulness maven, with a new album on the way.

Together, we turned up the way people wind down. During Mental Health Awareness Month, we launched the ultimate retreat, powered by Natural Vitality CALM and Lil Jon’s album release. Influencers, media, and the public were all invited to experience CALM-infused mocktails, soothing sound baths, a special Q&A, and live meditations — led by Lil Jon himself. The retreat also doubled as a content engine, fueling a digital campaign and social conversations.

We capped it off with a $100K donation to Open Paths Counseling Center, funding free therapy for underserved communities.