Elevate Your Workout, Elevate Your Recovery
Project Overview
The Mission: To design a speculative product line extension and launch strategy for BODYARMOR, transitioning the brand from game-day hydration into the premium post-workout protein sector.
The Channels: Cross-channel rollout across Print (Full-Page Magazine), Audio (Spotify Gym Playlists), and Video (YouTube Pre-Roll).
My Role: End-to-end Creative Director and Strategist. Handled all copywriting, behavioral psychology positioning, and visual design.
Product: Body Fortress Isolate Protein Powder
Medium and Format: Magazine, full-page.
VISUAL: Photo of man and woman, in there early 20’s, smiling and sharing a protein shake. The man and woman are facing towards the camera with head slightly turned towards each other. The protein shake is at the halfway mark indicating that they have already drunk some. They are both standing upright. They both have sweat dripping from their arms to indicate that it is post-workout after an intense session. The man and woman are wearing gym clothes, the man wearing a compression shirt and the women wearing a compression bra. The man has a weight in his left hand the women has a resistance band in her right hand. In the background we can see a modern indoor gym. The gym has sleek equipment and large windows allowing natural light to come in. The walls are painted in energizing colors, and motivational quotes are on the walls. There are a few fitness people in the background doing activities like stretching or using weights. The background will be slightly blurred to not take focus away from the man and woman using the product.
HEADLINE: Elevate Every Workout. Own Every Recovery.
SUBHEAD: Join the Fortress. Peak Strength starts from within.
BODY: You don't just train hard; you train smart. Body Fortress Isolate delivers 25g of pure, 100% premium isolate protein engineered for maximum digestibility and rapid muscle repair. Fueled with essential Vitamin C, D, and Zinc, it doesn't just rebuild your muscles
it fortifies your immune system.
25g Pure Isolate for fast-absorbing muscle recovery.
Immune Support Matrix powered by
Zinc and Vitamins C & D.Zero Fluff. Just clean, high-performance fuel.
SLOGAN: Elevate Your Workout, Elevate Your Recovery
SMALL PRINT: none
The Creative Concept: High-energy, aspirational fitness. Features a dual-subject composition of young athletes in a state of active post-workout recovery, surrounded by natural light to emphasize clean, health-focused energy.
Psychology Notes:
Identity-Based Branding: Using the phrase "Join the Fortress" transforms a simple purchase into an entry into an exclusive, elite community.
Feature-to-Benefit Translation: Instead of just listing "Vitamin C and Zinc," the copy translates them into an "Immune Support Matrix, " giving the consumer a scientific, high-value reason to buy.
Rhythm and Cadence: The headline uses parallel structure ("Elevate Every... Own Every...') to create an authoritative, motivating tone that sticks in the reader's mind.
Target Placement: Spotify and Pandora Fitness/Gym
Playlists.The Psychology: Uses humor and nostalgia to cut through gym anxiety. It flips the standard
"intimidating fitness ad" on its head by poking fun at how weak we all feel before our morning fuel.
Product: Body Fortress Protein Powder
Title: Want To Be Stronger
Length: 30 sec.
Medium: Radio
SFX: UPBEAT, TRADITIONAL 90S SUPERHERO CARTOON MUSIC. FADES UNDER.
SFX: LOUD, DRAMATIC STRAINING SOUNDS FROM A GROWN MAN
MAN (Dramatic groan): (Straining) | just... want to move... this couch!
ANNCR(Booming, cheesy): Feeling like a total weakling? Can't even rearrange your living room without calling for backup?
MAN(Defeated): Yeah...
SFX: HEROIC CAPE SWOOSH.
ANNCR: Step into the Fortress! Body Fortress Isolate Protein Powder packs 25 grams of pure power per scoop. Go from "meh" to "muscle" in no time!.
SFX: SOUND OF BLENDER WHIRRING AND DRINKING SOUND.
MAN(Reenergized, heroic): (laughing) I just wanted to lift the couch…and now with Body Fortress Protein Powder I can bench-press a car!
SFX: SOUND OF CAR HORN HONKING.
ANNCR: Don't just work out. Supercharge your recovery. Body Fortress: Elevate Your Workout, Elevate Your Recovery.
MAN: (heroic) Now time to go save the day!
SFX: Music Off
Creative Director's Note: While the magazine ad targets the serious, aesthetic side of fitness, this radio spot uses high-energy audio storytelling to target casual gym-goers. By leveraging humor, nostalgia, and relatable everyday struggles (like moving heavy furniture), the ad makes the brand approachable while still delivering the core nutritional data (25g of protein) seamlessly.
Campaign Asset: 15-Second Television / Social Video
Spot
Target Placement: YouTube Pre-Roll, Instagram
Reels, and TikTok Ads.
The Strategy: A fast-paced, high-impact comedy spot built to capture attention within the first 3 seconds before a digital user can hit the "Skip Ad" button.
Client: Body Fortress Protein Powder
Job: 15 second TV
Title: MINE
Video: OPEN to MS of two kids fighting over a protein shake.
Audio: KID1: hey it’s mine!
KID2: no, it’s my turn!
SFX: KIDS TUGGING SOUND
Video: CUT to MS of spark and smoke coming out from under door
Audio: FEMALE1: Not again!
SFX: POOF AND SMOKE SOUND
Video: CUT to MS of male superhero flying through the roof of a house
Audio: MAN1: Elevate your workout, elevate your recovery
SFX: SOUND CEMENT CRACK AND ROCKET LAUNCHER FLYING
Video: CUT to CU of kid drinking the protein shake.
Audio: KID 2: mmm body fortress!
SFX: DRINKING THROUGH STRAW SOUND
Video: CUT to MS of male superhero lifting the couch with his left hand and flexing with the right arm.
Audio: MAN1: Maybe you’ll win next time
SFX: WHISPER TAGLINE