Muscle Milk
"Give Me Strength"
Print, Website, Retail, OOH
I worked on this pitch which won Muscle Milk for the agency, Mekanism. I am proud to say that the client moved forward with the campaign I specifically art directed, which went on to win Gold in Graphis Annual 2014.
The strategy and goal of the campaign "Give Me Strength" is to elevate Muscle Milk into a premium consumer brand. It is a meditative call to action for athletes of all levels to perform their best. At its core, the campaign shows the inherent beauty of pushing yourself to the limits, no matter who you are. The art direction of the campaign represents athleticism in its truest form, focusing on the athletes as the essence and strength of sports.
The creative ran in print, OOH billboards, retail POS, online, and I also lead the redesign of their website.
