Demand more.
MYPROTEINClient
Myprotein
Services
Brand positioning
Campaign concept
Full Production
Photography & Video art direction
Launch campaign
Industry
Sports Nutrition
Breaking beyond limits.
We transformed MyProtein from muscle-bound stereotype to a movement that unites all pursuers of progress. Gone are the days of protein just being for bulking bodybuilders. This is about the fire that burns in everyone pushing their limits, whatever their arena.
MyProtein needed to break free from their bodybuilding roots and emerge as a premium wellness brand for all ambitious souls. Our task? Capture this evolution through a campaign that would ignite inspiration across continents. We discovered a common thread among athletes, entrepreneurs, artists, and everyday warriors – they all demand more. More from their bodies. More from their minds. More from the brands they trust to fuel their journey.
Over 5 intense days in Barcelona, we brought this philosophy to life. Our crew captured raw determination in its many forms. The result? A cinematic manifesto that proves greatness knows no single form. Our lens found the poetry in persistence – sweat-streaked faces, tensed muscles, quiet moments of resolve. Each frame tells the story of someone who refuses to settle, who pushes past "good enough" to grasp what others won't reach for.
The campaign shattered MyProtein's traditional boundaries, speaking to a new generation that sees wellness as a holistic pursuit. Through carefully crafted visuals and authentic storytelling, we elevated MyProtein from a supplement company to a partner in the relentless pursuit of better.
This wasn't just a rebrand. It was a rally cry for everyone who demands more from themselves and expects the same from their choices. Because when you're out to redefine your limits, you need nutrition that matches your ambition.
