©
2020
Moodboard
Brand Assets
Challenge
These videos were produced at the beginning of 2020, which presented an immediate creative constraint: we couldn't shoot live on set.
I had to pivot our entire approach, and bring these stories to life through animation and motion design versus the people focused and action fueled live videos the brand was known for.
Chosen Concept
Approach
I knew the Pure Protein consumer was highly varied—with diverse interests, needs, and goals. But the common thread was clear: accessible nutrition for busy, active lives. A bridge between day-to-day responsibilities and fitness goals. Something that tastes great and fuels them for whatever they need to do and wherever they need to go.
I developed a concept that celebrated this versatility—showing Pure Protein as a companion for those moments. Working with Polyester Studio, I directed the animation to feel energetic and inclusive, reflecting the breadth of the Pure Protein consumer while maintaining a cohesive brand voice. Working with my writing partner we established fun, playful stories that reflected our customers busy lives and showcased how Pure Protein could support their lifestyles and fitness goals.
Alt Concept
Impact
The final videos successfully positioned Pure Protein as an accessible, versatile nutrition solution for a wide range of consumers. The evergreen nature of the content allowed the brand to maximize their investment while maintaining flexibility for future launches.
Collaborators: Dan Jordan, copywriter, Polyester Studio, animation
By the numbers
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