The Challenge
Myprotein is a globally recognised leader in sports nutrition, trusted by over 12 million customers. For Q1, the brief was to expand brand awareness and shift perception among a more sceptical, non-core audience who were unconvinced about the benefits of sports nutrition.

The Solution
As creative lead, I developed a multi-channel campaign focused on education through clarity. We structured the range into five benefit-led categories: Energy, Performance, Recovery, Snack On Track and Kickstart, making the product offering easier to navigate and understand. The campaign included a TV spot that unified all five, while social and digital channels tackled each pillar individually with tailored, motivational content. I lead the design and art direction, and was heavily involved in production, overseeing casting, location scouting, styling, soundtracks, directing the photographer and videographer and contributing to the scripts and storyboards. The messaging was educational, inspirational and grounded in real performance benefits.

The Results
The campaign delivered over 750,000 impressions in its first week via Sky AdSmart and became Myprotein’s highest performing TV advert to date, driving significant engagement and brand uplift across key channels.