When GNC’s best-selling pre-workout got an upgrade after 10 years, we had to do something big to celebrate. After identifying the many parallels between gym and car culture, we went full throttle with the vibe. Ideating an omni-channel experience that leaned heavily into muscle cars, we focused our attention on how Beyond Raw’s LIT® V2 pre-workout makes you feel. By immersing the viewer in a dark and moody atmosphere highlighted with neon colors and aggressive driving visuals, we took them on a trip that explained the enhancements to the formula without anyone lifting a weight. This detour invited them into a world showcasing how this new product would upgrade their gym routine before even walking through the door.

My Role: Associate Creative Director

ADs: Zack Wallover, Kristen Murdy Design: Jay Rupp Copy: Cole Bettinelli Video Agency: Tangent Vector