For the launch of BSN's latest pre-workout powder, Endorush, my creative team built our concept around the idea of "Unleash Your Superhuman." With that in mind, I directed and did post-production work on these images to visually represent the way the product made you feel.
The BSN supplement brand was founded in 2001, and at the time they had the most eye-catching packaging on shelf. However, after going through only small tweaks over the years, the time was right in 2017 to do a brand evolution. I worked as the lead on creating and overseeing the refresh of hundreds of SKUs over a one year period. After that, I led the direction of photoshoots and building of social and print assets to raise awareness of the new packaging to our consumers. All of this was done with the three brand pillars in mind: Red, South Beach, & Taste.
Ads for sports nutrition brands Optimum Nutrition and BSN that were featured in publications like Men's Health, Maxim, Men's Fitness, Flex and ESPN The Magazine.
Working lockstep with a talented food photographer, I directed imagery and scenes for BSN's first protein crisp. The goal centered around driving home the unique texture and amazing taste of this first of its kind bar.
As someone who finds drinking a cold beer on the back nine one of the most peaceful moments on earth, getting to work on the Callaway Golf brand was a thrill. Packaging, print and even some product design was included in my scope of work.
BSN needed athlete photography that matched the brand DNA. Authentic, raw in gym moments. Nothing posed or fake about it. I was responsible for shot list planning, working side by side with the photographer on set, and post-production work/retouching.
Working alongside our in-house Executive Producer, I was able to produce a spot for BSN's protein crisp. The concept was swerve on the norm for the industry, where ripped muscular guys complete a brutal workout then head for their protein. We wanted to reimagine a scene where that source of protein is so distracting, nothing gets done at all.
Several lifelong friends and I set out to create an online shirt company that spoke to children of the 90's. TMT shirts are pop culture mash-ups inspired by the movies and video games of our youth.
Optimum Nutrition is a premium brand, perhaps more so than any other brand in sports nutrition. With that in mind, even their giveaways to consumers are high quality. This training journal was built not just for function, but with form in mind as well.
Working through the creative sourcing agency Genius Rocket, I was able to do branding for a new Sony product called Homestream. Homestream was a sharing program that allowed you to get your movies, TV and music in every room in your house. Admittedly, this idea was much more revolutionary when I completed the work for them in 2012.
TLF is a clothing and accessories brand that began with the goal to create apparel that spoke to the hardcore gym-goer. TLF stands for Train Like a Freak, a descriptor that really inspired how their brand looked.
Invitations and save the dates that I've been fortunate enough to create for two people about the celebrate the happiest moment of their lives.