Indulge Your Taste Buds
-13%20(1).jpg)
-11.png)
CONCEPT DEVELOPMENT
+ Idea Generation & Iteration
+ Storyboard/Shot list
PRE-PRODUCTION
+ Concept Refinement
+ Logistics
+ Crew Hire
+ Scouting
+ Prep
PRODUCTION
+ Directed
+ Produced
+ Shot on Red
POST-PRODUCTION
+ Editing
+ Voiceover Casting & Recording
+ Sound Mix & Master
+ Visual FX
+ Colour Grade
+ Music Licensing
+ Subtitling
+ Amendments
6 x 15-SECOND SOCIAL CLIPS
CONCEPT DEVELOPMENT
+ Idea Generation & Iteration
+ Storyboard/Shot list
PRE-PRODUCTION
+ Concept Refinement
+ Logistics
+ Crew Hire
+ Scouting
+ Prep
PRODUCTION
+ Directed
+ Produced
+ Shot on Red
POST-PRODUCTION
+ Editing
+ Voiceover Casting & Recording
+ Sound Mix & Master
+ Visual FX
+ Colour Grade
+ Music Licensing
+ Subtitling
+ Amendments
6 x 15-SECOND SOCIAL CLIPS
CONCEPT DEVELOPMENT
+ Idea Generation & Iteration
+ Storyboard/Shot list
PRE-PRODUCTION
+ Concept Refinement
+ Logistics
+ Crew Hire
+ Scouting
+ Prep
PRODUCTION
+ Directed
+ Produced
+ Shot on Red
POST-PRODUCTION
+ Editing
+ Voiceover Casting & Recording
+ Sound Mix & Master
+ Visual FX
+ Colour Grade
+ Music Licensing
+ Subtitling
+ Amendments
BRIEF
Following on from a successful first campaign with Protein Works earlier in the year, their team approached us once again in June to collaborate on another production. While the priority was to create a sensory journey, the focus this time was on taste and texture, rather than sound.
The brief for this campaign was to create a series of social clips that would showcase the indulgence and flavour of their products, by creatively highlighting the premium ingredients, taste, and indulgent textures positioning them as second to none.
The key message was that Protein Works products are indulgent, high-quality and incredibly enjoyable to consume and the videos had to have an aspirational, immersive, and luxurious tone.
OBJECTIVES & GOALS
Primary Objective: Create a social media campaign that accentuates the taste and texture of Protein Works products, positioning them as a luxurious and enjoyable choice in the nutrition market.
SPECIFIC GOALS
Increase Brand Appeal: Enhance the brand’s image as healthy and indulgent.
Boost Engagement: Generate higher engagement rates on social media platforms through visually compelling content.
Drive Sales: Encourage product sales and repeat purchases by showcasing the qualities of the products.
KEY PERFORMANCE INDICATORS (KPIs)
Engagement Metrics: Likes, shares, comments, and video views.
Conversion Rates: Click-through rates to product pages and increase in online sales.
Brand Sentiment: Positive feedback and mentions across social channels.
CHALLENGES FACED
Market Saturation: The health and nutrition market is crowded with brands emphasising functionality over pleasure.
Changing Perceptions: Shifting consumer mindset to see supplements as beneficial, enjoyable, and desirable.
Visual Representation: Effectively capturing taste and texture—sensory experiences—in a visual medium.
BRIEF
Following on from a successful first campaign with Protein Works earlier in the year, their team approached us once again in June to collaborate on another production. While the priority was to create a sensory journey, the focus this time was on taste and texture, rather than sound.
The brief for this campaign was to create a series of social clips that would showcase the indulgence and flavour of their products, by creatively highlighting the premium ingredients, taste, and indulgent textures positioning them as second to none.
The key message was that Protein Works products are indulgent, high-quality and incredibly enjoyable to consume and the videos had to have an aspirational, immersive, and luxurious tone.
OBJECTIVES & GOALS
Primary Objective: Create a social media campaign that accentuates the taste and texture of Protein Works products, positioning them as a luxurious and enjoyable choice in the nutrition market.
SPECIFIC GOALS
Increase Brand Appeal: Enhance the brand’s image as healthy and indulgent.
Boost Engagement: Generate higher engagement rates on social media platforms through visually compelling content.
Drive Sales: Encourage product sales and repeat purchases by showcasing the qualities of the products.
KEY PERFORMANCE INDICATORS (KPIs)
Engagement Metrics: Likes, shares, comments, and video views.
Conversion Rates: Click-through rates to product pages and increase in online sales.
Brand Sentiment: Positive feedback and mentions across social channels.
CHALLENGES FACED
Market Saturation: The health and nutrition market is crowded with brands emphasising functionality over pleasure.
Changing Perceptions: Shifting consumer mindset to see supplements as beneficial, enjoyable, and desirable.
Visual Representation: Effectively capturing taste and texture—sensory experiences—in a visual medium.
PRE-PRODUCTION
STRATEGY & APPROACH
CREATIVE CONCEPT
We developed the “Indulge Your Taste Buds” campaign to position Protein Works products as a fusion of health and indulgence. The creative direction focused on:
Sensory Immersion: Using visual storytelling to evoke the taste and texture sensations.
Aspirational Lifestyle: Showcasing the products within a modern, luxurious setting to elevate brand perception.
TAREGT AUDIENCE
Demographics: Health-conscious individuals aged 18-35 who value nutrition and taste.
Psychographics: Consumers seeking products that fit a healthy lifestyle without sacrificing enjoyment.
CHANNELS & PLATFORMS
Primary Platforms: Instagram, Facebook, TikTok, and YouTube. (Please delete what isn’t necessary) - TBC
Content Formats: Short-form videos, stories, and reels optimised for engagement.
EXECUTION
Visual Strategy: Prioritised rich, vibrant visuals highlighting premium ingredients and indulgent textures.
Technical Planning: Using slow-motion filming and specialised lenses to capture detailed close-ups.
Location and Props: A modern, spacious kitchen was selected to reflect an aspirational yet relatable environment. Props were chosen to align with Protein Works' branding.
-3.png)
production
Filming Schedule: Conducted over two days in Northwest, UK.
Talent Collaboration: Worked with model Gabriela Rolande to demonstrate product usage authentically.
INNOVATIVE TECHNIQUES
Probe Lens Usage: Captured intricate details of textures and ingredients.
Underwater Filming: A fish tank was used to create dynamic shots of ingredients interacting with liquids, adding a unique visual element.
Focus on Product: Ensured the products remained the hero of each shot, with the model complementing rather than overshadowing them.
-22%20(2).jpg)
POST-production
Editing Style: Employed dynamic collage techniques and integrated cutaways to maintain viewer interest.
Brand Integration: Creatively wove the Protein Works logo into the content for brand reinforcement.
Sensory Enhancement: Applied slow-motion effects and paired visuals with slow, feel-good music to evoke indulgence.
Colour Grading: Enhanced the richness of colours to make the visuals more appetising and immersive.
RESULTS & OUTCOMES
Quantitative Results
Engagement: 356k views, 2767 likes, and 163 comments across Meta platforms. This campaign is still rolling out, with content yet to be released.
Above average CTR of 1.1%
Far above average thumbstop ratio, stopping users from scrolling past the videos
Lower than average CPC, suggesting better placement from Meta ads due to high-quality content
Qualitative Feedback
Consumer Responses: Received numerous positive comments highlighting the appealing visuals and desire to try the products.
“Loved this ad. I personally love the millionaire shortbread”.
“That looks insane”
“This looks so good”
CONCLUSION
The “Indulge Your Taste Buds” campaign successfully elevated Protein Works’ brand perception by artfully combining health with indulgence. Through innovative production techniques and a deep understanding of the target audience, we created a sensory-rich experience that captivated viewers and drove tangible business results. This case study exemplifies our commitment to delivering high-quality, impactful content that aligns with our clients’ objectives.
LESSONS LEARNED
Sensory Storytelling: Effectively conveying taste and texture visually can significantly enhance consumer engagement.
Innovation in Production: Utilising unconventional techniques (like underwater filming) can create standout content.
Audience Connection: Aligning the campaign’s tone with the aspirations and desires of the target audience is crucial for success.
Future Collaboration: Plans are currently underway for our next project with Protein Works. Keep an eye on our social media channels to be the first to experience the new campaign at the start of 2025.
PRE-PRODUCTION
STRATEGY & APPROACH
CREATIVE CONCEPT
We developed the “Indulge Your Taste Buds” campaign to position Protein Works products as a fusion of health and indulgence. The creative direction focused on:
Sensory Immersion: Using visual storytelling to evoke the taste and texture sensations.
Aspirational Lifestyle: Showcasing the products within a modern, luxurious setting to elevate brand perception.
TAREGT AUDIENCE
Demographics: Health-conscious individuals aged 18-35 who value nutrition and taste.
Psychographics: Consumers seeking products that fit a healthy lifestyle without sacrificing enjoyment.
CHANNELS & PLATFORMS
Primary Platforms: Instagram, Facebook, TikTok, and YouTube. (Please delete what isn’t necessary) - TBC
Content Formats: Short-form videos, stories, and reels optimised for engagement.
EXECUTION
Visual Strategy: Prioritised rich, vibrant visuals highlighting premium ingredients and indulgent textures.
Technical Planning: Using slow-motion filming and specialised lenses to capture detailed close-ups.
Location and Props: A modern, spacious kitchen was selected to reflect an aspirational yet relatable environment. Props were chosen to align with Protein Works' branding.
production
Filming Schedule: Conducted over two days in Northwest, UK.
Talent Collaboration: Worked with model Gabriela Rolande to demonstrate product usage authentically.
INNOVATIVE TECHNIQUES
Probe Lens Usage: Captured intricate details of textures and ingredients.
Underwater Filming: A fish tank was used to create dynamic shots of ingredients interacting with liquids, adding a unique visual element.
Focus on Product: Ensured the products remained the hero of each shot, with the model complementing rather than overshadowing them.
POST-production
Editing Style: Employed dynamic collage techniques and integrated cutaways to maintain viewer interest.
Brand Integration: Creatively wove the Protein Works logo into the content for brand reinforcement.
Sensory Enhancement: Applied slow-motion effects and paired visuals with slow, feel-good music to evoke indulgence.
Colour Grading: Enhanced the richness of colours to make the visuals more appetising and immersive.
RESULTS & OUTCOMES
Quantitative Results
Engagement: 356k views, 2767 likes, and 163 comments across Meta platforms. This campaign is still rolling out, with content yet to be released.
Above average CTR of 1.1%
Far above average thumbstop ratio, stopping users from scrolling past the videos
Lower than average CPC, suggesting better placement from Meta ads due to high-quality content
Qualitative Feedback
Consumer Responses: Received numerous positive comments highlighting the appealing visuals and desire to try the products.
“Loved this ad. I personally love the millionaire shortbread”.
“That looks insane”
“This looks so good”
CONCLUSION
The “Indulge Your Taste Buds” campaign successfully elevated Protein Works’ brand perception by artfully combining health with indulgence. Through innovative production techniques and a deep understanding of the target audience, we created a sensory-rich experience that captivated viewers and drove tangible business results. This case study exemplifies our commitment to delivering high-quality, impactful content that aligns with our clients’ objectives.
LESSONS LEARNED
Sensory Storytelling: Effectively conveying taste and texture visually can significantly enhance consumer engagement.
Innovation in Production: Utilising unconventional techniques (like underwater filming) can create standout content.
Audience Connection: Aligning the campaign’s tone with the aspirations and desires of the target audience is crucial for success.
Future Collaboration: Plans are currently underway for our next project with Protein Works. Keep an eye on our social media channels to be the first to experience the new campaign at the start of 2025.
post-production
Finally, we sculpt every frame and sound wave into a video you’ll be proud of sharing with the world.
PRE-PRODUCTION
STRATEGY & APPROACH
CREATIVE CONCEPT
We developed the “Indulge Your Taste Buds” campaign to position Protein Works products as a fusion of health and indulgence. The creative direction focused on:
Sensory Immersion: Using visual storytelling to evoke the taste and texture sensations.
Aspirational Lifestyle: Showcasing the products within a modern, luxurious setting to elevate brand perception.
TAREGT AUDIENCE
Demographics: Health-conscious individuals aged 18-35 who value nutrition and taste.
Psychographics: Consumers seeking products that fit a healthy lifestyle without sacrificing enjoyment.
CHANNELS & PLATFORMS
Primary Platforms: Instagram, Facebook, TikTok, and YouTube. (Please delete what isn’t necessary) - TBC
Content Formats: Short-form videos, stories, and reels optimised for engagement.
EXECUTION
Visual Strategy: Prioritised rich, vibrant visuals highlighting premium ingredients and indulgent textures.
Technical Planning: Using slow-motion filming and specialised lenses to capture detailed close-ups.
Location and Props: A modern, spacious kitchen was selected to reflect an aspirational yet relatable environment. Props were chosen to align with Protein Works' branding.
PRODUCTION
Filming Schedule: Conducted over two days in Northwest, UK.
Talent Collaboration: Worked with model Gabriela Rolande to demonstrate product usage authentically.
INNOVATIVE TECHNIQUES
Probe Lens Usage: Captured intricate details of textures and ingredients.
Underwater Filming: A fish tank was used to create dynamic shots of ingredients interacting with liquids, adding a unique visual element.
Focus on Product: Ensured the products remained the hero of each shot, with the model complementing rather than overshadowing them.
POST-PRODUCTION
Editing Style: Employed dynamic collage techniques and integrated cutaways to maintain viewer interest.
Brand Integration: Creatively wove the Protein Works logo into the content for brand reinforcement.
Sensory Enhancement: Applied slow-motion effects and paired visuals with slow, feel-good music to evoke indulgence.
Colour Grading: Enhanced the richness of colours to make the visuals more appetising and immersive.
RESULTS & OUTCOMES
Quantitative Results
Engagement: 356k views, 2767 likes, and 163 comments across Meta platforms. This campaign is still rolling out, with content yet to be released.
Above average CTR of 1.1%
Far above average thumbstop ratio, stopping users from scrolling past the videos
Lower than average CPC, suggesting better placement from Meta ads due to high-quality content
Qualitative Feedback
Consumer Responses: Received numerous positive comments highlighting the appealing visuals and desire to try the products.
“Loved this ad. I personally love the millionaire shortbread”.
“That looks insane”
“This looks so good”
CONCLUSION
The “Indulge Your Taste Buds” campaign successfully elevated Protein Works’ brand perception by artfully combining health with indulgence. Through innovative production techniques and a deep understanding of the target audience, we created a sensory-rich experience that captivated viewers and drove tangible business results. This case study exemplifies our commitment to delivering high-quality, impactful content that aligns with our clients’ objectives.
LESSONS LEARNED
Sensory Storytelling: Effectively conveying taste and texture visually can significantly enhance consumer engagement.
Innovation in Production: Utilising unconventional techniques (like underwater filming) can create standout content.
Audience Connection: Aligning the campaign’s tone with the aspirations and desires of the target audience is crucial for success.
Future Collaboration: Plans are currently underway for our next project with Protein Works. Keep an eye on our social media channels to be the first to experience the new campaign at the start of 2025.
PRE-PRODUCTION
STRATEGY & APPROACH
CREATIVE CONCEPT
We developed the “Indulge Your Taste Buds” campaign to position Protein Works products as a fusion of health and indulgence. The creative direction focused on:
Sensory Immersion: Using visual storytelling to evoke the taste and texture sensations.
Aspirational Lifestyle: Showcasing the products within a modern, luxurious setting to elevate brand perception.
TAREGT AUDIENCE
Demographics: Health-conscious individuals aged 18-35 who value nutrition and taste.
Psychographics: Consumers seeking products that fit a healthy lifestyle without sacrificing enjoyment.
CHANNELS & PLATFORMS
Primary Platforms: Instagram, Facebook, TikTok, and YouTube. (Please delete what isn’t necessary) - TBC
Content Formats: Short-form videos, stories, and reels optimised for engagement.
EXECUTION
Visual Strategy: Prioritised rich, vibrant visuals highlighting premium ingredients and indulgent textures.
Technical Planning: Using slow-motion filming and specialised lenses to capture detailed close-ups.
Location and Props: A modern, spacious kitchen was selected to reflect an aspirational yet relatable environment. Props were chosen to align with Protein Works' branding.
PRE-PRODUCTION
STRATEGY & APPROACH
CREATIVE CONCEPT
We developed the “Indulge Your Taste Buds” campaign to position Protein Works products as a fusion of health and indulgence. The creative direction focused on:
Sensory Immersion: Using visual storytelling to evoke the taste and texture sensations.
Aspirational Lifestyle: Showcasing the products within a modern, luxurious setting to elevate brand perception.
TAREGT AUDIENCE
Demographics: Health-conscious individuals aged 18-35 who value nutrition and taste.
Psychographics: Consumers seeking products that fit a healthy lifestyle without sacrificing enjoyment.
CHANNELS & PLATFORMS
Primary Platforms: Instagram, Facebook, TikTok, and YouTube. (Please delete what isn’t necessary) - TBC
Content Formats: Short-form videos, stories, and reels optimised for engagement.
EXECUTION
Visual Strategy: Prioritised rich, vibrant visuals highlighting premium ingredients and indulgent textures.
Technical Planning: Using slow-motion filming and specialised lenses to capture detailed close-ups.
Location and Props: A modern, spacious kitchen was selected to reflect an aspirational yet relatable environment. Props were chosen to align with Protein Works' branding.
PRODUCTION
Filming Schedule: Conducted over two days in Northwest, UK.
Talent Collaboration: Worked with model Gabriela Rolande to demonstrate product usage authentically.
INNOVATIVE TECHNIQUES
Probe Lens Usage: Captured intricate details of textures and ingredients.
Underwater Filming: A fish tank was used to create dynamic shots of ingredients interacting with liquids, adding a unique visual element.
Focus on Product: Ensured the products remained the hero of each shot, with the model complementing rather than overshadowing them.
POST-PRODUCTION
Editing Style: Employed dynamic collage techniques and integrated cutaways to maintain viewer interest.
Brand Integration: Creatively wove the Protein Works logo into the content for brand reinforcement.
Sensory Enhancement: Applied slow-motion effects and paired visuals with slow, feel-good music to evoke indulgence.
Colour Grading: Enhanced the richness of colours to make the visuals more appetising and immersive.
RESULTS & OUTCOMES
Quantitative Results
Engagement: 356k views, 2767 likes, and 163 comments across Meta platforms. This campaign is still rolling out, with content yet to be released.
Above average CTR of 1.1%
Far above average thumbstop ratio, stopping users from scrolling past the videos
Lower than average CPC, suggesting better placement from Meta ads due to high-quality content
Qualitative Feedback
Consumer Responses: Received numerous positive comments highlighting the appealing visuals and desire to try the products.
“Loved this ad. I personally love the millionaire shortbread”.
“That looks insane”
“This looks so good”
CONCLUSION
The “Indulge Your Taste Buds” campaign successfully elevated Protein Works’ brand perception by artfully combining health with indulgence. Through innovative production techniques and a deep understanding of the target audience, we created a sensory-rich experience that captivated viewers and drove tangible business results. This case study exemplifies our commitment to delivering high-quality, impactful content that aligns with our clients’ objectives.
LESSONS LEARNED
Sensory Storytelling: Effectively conveying taste and texture visually can significantly enhance consumer engagement.
Innovation in Production: Utilising unconventional techniques (like underwater filming) can create standout content.
Audience Connection: Aligning the campaign’s tone with the aspirations and desires of the target audience is crucial for success.
Future Collaboration: Plans are currently underway for our next project with Protein Works. Keep an eye on our social media channels to be the first to experience the new campaign at the start of 2025.
Level up your video
Prefer good ole not-so-snail mail?
enquiries@mcgillproductions.co.ukFancy a full time position or freelance gig?
enquiries@mcgillproductions.co.ukLancaster office
(+44) (0) 1524 907005London office
(+44) (0) 20 7459 4304
Book a call to find out if we’re the right team to help your growth.
Lancaster office
(+44) (0) 1524 907005.jpg)