Myprotein x MARS
Creative direction · AI visual development · Campaign design
A cinematic, AI-led launch for MARS-flavoured Impact Whey Protein.
Launching MARS-flavoured Impact Whey Protein was one of Myprotein’s biggest brand partnership launches in the past year. We wanted the campaign to feel as significant as the collaboration itself, while making the iconic MARS flavour visible through rich chocolate, flowing caramel and a product world built around both.
The challenge was to take this visual flavour-led world and turn it into a cohesive 360° launch across site, social, paid and CRM, while working closely with MARS to meet their brand guidelines.
I directed the creative from the first AI explorations through to the teaser, launch film, key visuals and channel assets.
Idea & Approach
We pitched a chocolate-and-caramel planet: a cinematic world built from the flavour itself. Rocky terrain, pools of chocolate and flowing caramel gave the teaser the atmosphere of a film trailer. The launch film then takes that world towards the product reveal, landing on “Rediscover the Great Taste.”
I began with AI-generated stills to establish the landscape, lighting and texture. From there, I developed the scenes into motion and built the tub and shaker into the world. It was the first campaign I had directed through an AI-led process from start to finish, spanning static key visuals, a teaser and a 30-second launch film.
The early explorations pushed the chocolate and caramel imagery further. As we worked through the creative with MARS, the final direction needed more restraint. I refined the scenes in post, brought in MARS’s iconic energy lines and gave the product and branding more space. The finished work kept the scale of the original idea while meeting the requirements of both brands.
Result & Impact
The launch brought together an atmospheric teaser, a 30-second campaign film and a connected set of static assets for site, social and CRM. The creative built anticipation around the partnership, then moved from the flavour-led world to a clear product and benefits reveal.
For me, it marked a step forward in how I direct campaigns: taking an idea from AI stills through motion, product integration and brand review to a complete launch.
