When your best-selling pre-workout gets an upgrade after 10 years, you have to do something big to stand out. After brainstorming the ways we could enhance this campaign, we realized there were many parallels to car culture and we went full throttle. We created an omni-channel experience that leaned heavily into muscle cars and their engines and focused our attention on how Lit V2 pre-workout makes you feel. By immersing the viewer in a world of vibrant colors and aggressive driving visuals, we took consumers on a trip that explained the enhancements made to the formula while showing them how this new product would upgrade their gym routine before even walking through the door.

My Role: Associate Creative Director

Art Directors: Zack Wallover, Kristen Murdy   |   Designers: Jay Rupp   |   Copywriter: Cole Bettinelli

The Glory Days campaign was a massive omni-channel initiative that started off the new year for GNC’s 35+ demographic. Focusing on key themes and culturally iconic moments from the 80’s and 90’s, we produced a nostalgic time capsule that gave our audience a jolt of retro fun to kick off their January. Witty headlines worked as reminders of things long forgotten, and paired with the vivid neon aesthetic and wardrobe that would make the Saved by the Bell crew proud. The end result was an attention-grabbing campaign that stood out against the common “New Year, New You” themes and reminded our customers that it’s never too late to recapture the glory days of their youth.

My Role: Associate Creative Director

Art Directors: Zack Wallover, Kristen Murdy   |   Designers: Michael Hardwick, Jay Rupp, Mikaiah Vea   |   ACD Copy: Nate Custard