One of our early conceptual references for this film was the classic tornado scene in Wizard of Oz. The one where Dorothy is inside the twister watching her whole life float by the window. That scene had an interesting connection to what we were trying to say about whey protein. Because when young athletes go to make a protein shake, they’re pouring more than just protein powder into a cup. They’re pouring their dreams of reaching their potential in there, too. We wondered, what if we could create a visceral collage of an athlete’s aspirations and show it inside some kind of protein shake fever dream? So that’s what we did.
PS: it’s worth mentioning that this was shot entirely under water.
Agency: Opinionated
ECDs: Mark Fitzloff, Rob Palmer
ACD/Copywriter: Emma Siolka
ACD/Art Director: Cameron Soan
Producer: Corey Bartha
Director: Jackson Tisi