Protein Iced Coffee
Creative direction · Campaign design · AI development
Coffee has become part of an active routine, but adding protein to the order often means another ingredient, another step or a café hack. Myprotein’s Protein Iced Coffee brought real coffee and 20g of protein together in one drink.
For the launch, the creative needed to make that combination feel immediately desirable. The challenge was to lead with the flavour and ritual people love about iced coffee, while making the performance benefit impossible to miss.
Idea & Approach
The idea was to bring coffee culture and performance into the same world. The familiar “coffee girl” aesthetic felt too soft and static for this product, so I kept the flavour and ritual of iced coffee but gave the campaign more movement, impact and attitude.
Real coffee. Real macros. became the line that held those two sides together. Oversized type and vivid colour make the message immediate, while pouring coffee, crushed ice and exaggerated splashes bring the product to life.
Result & Impact
Protein Iced Coffee launched with a campaign that brought coffee culture and performance into one visual world. AI-created stills and motion gave the assets a consistent sense of movement, from pouring coffee and splashing ice to flavour-led executions for coffee and matcha.
The result was a launch that nodded to coffee culture while speaking directly to Myprotein’s core performance audience through movement, energy and clear product benefits.
