Creative Direction, 360 Campaign, Script Writing, Video Production, Organic & Paid Social, Content Strategy

Gearing up for their first redesign in over 30 years, Pure Protein was a brand looking to jump out of the fitness space and crossover into everyday lifestyle. In order to do that, they were in need of a new creative platform and brand campaign. Along with our creative and strategy teams, I helped workshop and cultivate a myriad of different campaign directions until finally landing our new platform: “Protein That’s Pro-You!”

Embracing what it means to be “Pro-You,” Pure Protein was able to show up for people in a positive, affirmational and encouraging tone of voice while still feeling approachable as an everyday lifestyle brand. Breaking out into a 360-degree video campaign, the Pure ProTeam was created and became a living, breathing extension of the brand itself, and was a consistent presence when you needed to celebrate YOU.

The campaign spots, featured on Ad Age, ran through relatable scenarios where people in need of a pick-me-up were met by the energetic, humorous Pure ProTeam. These spots were featured on streaming services and across digital platforms, including social media.

In addition to the creation of the creative platform and the full video production for the ad campaign, we continued to bring this creative platform to life through content that our team created for organic social (TikTok, Instagram, Facebook, Threads) and paid social ads on Meta. Our team also revamped Pure Protein’s entire Amazon store layout including new product shots, full page layouts, logos and OLVs to match the company’s rebranding.

Our team also created content for a variety of new product launches from the brand over the course of our engagement, helping to drive sales through organic social to announce these new products, paid ads to more directly drive sales, and helping re-design the brand’s website.