“Every Body Works”

Protein World UK had gotten into a bit of hot water in London in 2017 with their campaign “Are You Beach Body Ready?” depicting idealistic models and body types. We were tasked with creating a new campaign with a voice that could change the perception of Protein World being just a tone-deaf muscle head brand. I wrote the line “Every Body Works” to do just that. It’s double meaning keeps the energy and hustle of Protein World’s brand alive, while nodding towards the inclusivity they were striving to communicate.

As one of the creative leads on the project along with Art Director Jeremy Stein, we concepted the entire campaign from it including the hero video, execution, and the ensuing OOH and atomized content for social.