creative strategy + direction
GNC Amp
A declining brand was reformulated to speak to a new audience and reengage existing users. So we made the storytelling focus on specific goals and an athlete/training mindset to separate it from products targeted to an audience with more general fitness goals.
Led competitive analysis, brand positioning, brand guidelines and creative strategy. Led direction for photo and video shoot, editing, and campaign style guide.
Photo + video: Gary Copeland / Copy: Newbear Lesniewski / Designers: Nick Verbene + Shane Patnesky / Post production: Animal Vfx
brand video
The storytelling focuses on specific goals and an athlete/training mindset to build awareness and excitement. The modular layout of the print collateral mirrors the brand video story telling that can focus on single or multiple "goal stories" all tied to proven ingredients within the product line that come to life in the brand video. AMP is The Complete System for Athletes, Proven to Perform.
product video
Social video created to highlight one of the brand’s key differentiators and packaging innovations.