Timeline launches It’s About Time campaign
A powerful new story reimagines aging as a moment of strength and possibility.
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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 centre 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 recognise. 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.
Credits
View on- Agency Production Company In-House
- Production Company Love Song
- Director Ja'Lisa Arnold
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Credits
View on- Agency Production Company In-House
- Production Company Love Song
- Director Ja'Lisa Arnold
- Creative Director/Executive Producer Daniel Wolfe
- Executive Producer Deannie O'Neil
- Head of Production Paige Kauffman
- Editing EXILE Edit
- Editor Rex Lowry
- Assistant Editor Jonathan Rogers
- Assistant Editor Erin Roundy
- Head of Post Production Taylor Rousseau
- Executive Producer Jennifer Locke
- VFX Stray
- Creative Director/VFX Supervisor Dan Williams
- Executive Producer/Founder Misha Stanford-Harris
- Producer Ellie Georgiou
- Color TRAFIK
- Colorist Daniel de Vue
- Assistant Colorist Phillip Dystant
- Sound Design Barking Owl
- Audio Mixer Henry Gilchrist
- Executive Producer Ashley Benton
- Producer Jenna Pangilinan
- Production Services Merchant
- Executive Producer Ian Webb
- Executive Producer Farrah Khaled
- Executive Producer Hayley Taylor
- Producer Becks Parra
- Production Designer Jay Pooley
- DP Ante Cheng
- Senior Producer Lucia Villalta
- Associate Executive Producer Adam Parker / (Editor)
- Producer Geoff Linville
- Composer William Ryan Fritch
- Line Producer Dan Montgomery
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Production Company In-House
- Production Company Love Song
- Director Ja'Lisa Arnold
- Creative Director/Executive Producer Daniel Wolfe
- Executive Producer Deannie O'Neil
- Head of Production Paige Kauffman
- Editing EXILE Edit
- Editor Rex Lowry
- Assistant Editor Jonathan Rogers
- Assistant Editor Erin Roundy
- Head of Post Production Taylor Rousseau
- Executive Producer Jennifer Locke
- VFX Stray
- Creative Director/VFX Supervisor Dan Williams
- Executive Producer/Founder Misha Stanford-Harris
- Producer Ellie Georgiou
- Color TRAFIK
- Colorist Daniel de Vue
- Assistant Colorist Phillip Dystant
- Sound Design Barking Owl
- Audio Mixer Henry Gilchrist
- Executive Producer Ashley Benton
- Producer Jenna Pangilinan
- Production Services Merchant
- Executive Producer Ian Webb
- Executive Producer Farrah Khaled
- Executive Producer Hayley Taylor
- Producer Becks Parra
- Production Designer Jay Pooley
- DP Ante Cheng
- Senior Producer Lucia Villalta
- Associate Executive Producer Adam Parker / (Editor)
- Producer Geoff Linville
- Composer William Ryan Fritch
- Line Producer Dan Montgomery
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 neighbourhoods.
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.”
Arnold added, “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. 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.”
