Everyone is aware that working out is hard. That’s why it starts with the word “work.” But at GNC, we also know it can be fun, especially when the playlist is hitting and you just picked up a mouth-watering new flavor of pre-workout or protein powder, or both! With a backing track by Salt ‘N Pepa, our 2025 campaign featured attention-grabbing music, eclectic visuals, and tongue-in-cheek copy to hammer home the idea that we could help make your gym routines more exciting, and dare we say, enjoyable. It was playful, it was colorful, it was wacky and it pushed the limits of what GNC customers were used to.

My Role: Associate Creative Director

AD: Kristen Murdy Design: Jay Rupp, Mike Hardwick Video Agency: PMI