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PROTEIN WORKS
Dive into the vibrant world of Protein Works. Experience the multi-sensory delight of our summer social campaign, showcasing 15 unique products through captivating visuals that will leave you wanting more with every spoonful, sip, and swirl.
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BRIEF
In April this year, Protein Works, a specialist in sports nutrition, approached us to execute their latest campaign, 'Soundtrack To Your Summer.' This sound-first campaign targeted a rapidly growing audience segment: health-conscious individuals prioritising nutrition, energy levels, and overall well-being, despite not necessarily being regular gym-goers.
The goal was to communicate that Protein Works products are the key to feeling your best, showcasing 15 distinct products through an upbeat, inspiring, and immersive video series.
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01 // PRE-PRODUCTION
•Idea Generation & Iteration Script Writing • Storyboard/Shot List • Concept Refinement • Logistics • Casting • Crew Hire • Scouting • Prep
Our initial planning phase focused on drafting a story outline that captured the essence of summer. We envisioned a series of social clips that immersed viewers in the experience of enjoying a Protein Works drink or snack. From the first spoonful of protein powder to the final swirl and sip, each clip was designed to feel like a symphony and a dance.We aimed to capture relatable moments in the lives of Protein Works’ audience, from the buzz of an early morning to moments of tranquillity at home. Our overall focus was on wellness, moving away from the typical fitness-focused imagery associated with diet supplements.
With each product having its own mini-narrative, we created a storyboard that detailed the necessary shots, target audience for each clip/product, and inspirational imagery to clearly communicate our vision to the client.Locations were chosen to create a clean, aspirational, and warm backdrop for the videos. The selected homes were modern and spacious yet retained an attainable and relatable aesthetic. Props were chosen to mirror those featured in Protein Works’ previous product imagery, maintaining consistency with their modern branding.
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• Directed • Produced • Shot on Red
We used a probe lens on a slider to capture key close-up shots, creating an immersive experience and highlighting the details of Protein Works’ products. Smooth movements allowed us to capture footage that felt effortless and synchronised, with the soundscapes to be created later in post-production.
Production spanned three days, with two days in Manchester and one in Lancaster, UK. Our team ensured an efficient flow across all departments. We featured a different model each day to add variety, with casting focused on cheerful dispositions that would shine through the lens, even with minimal face time.
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• Editing • Voiceover Casting & Recording • Sound Mix & Master • Visual FX • Colour Grade • Music Licensing • Subtitling • Amendments
In post-production, quick cuts and angle changes were employed to maintain the video's pace and keep the audience engaged. The focus remained on the products' texture, movement, and sound throughout.Each clip featured a unique soundscape, designed in-house to blend diegetic sound (sound found naturally in the video) like the sounds of the Protein Works products, with non-diegetic sound (sound found outside the video) like the whooshes and foley that evoke the feeling of summer and freshness.
We achieved this blend by mixing location audio with a bank of curated sound effects, aiming to complement the high-quality visuals and enhance each mini-narrative, creating the perfect symphony.We produced a total of 15 social clips for Protein Works, accompanied by photography for the 'Soundtrack To Your Summer' campaign.