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Creative Direction

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Luke Logan-Malik

Choose You is Myprotein’s Q1 2026 global brand platform, designed as an anti–New Year reset in response to rising fitspo-fatigue, comparison culture and motivation burnout.

Grounded in cultural insight, the campaign rejected quick fixes and perfection-driven fitness narratives, instead championing consistency, self-trust and personal choice. Built around the simple but powerful idea that progress comes from choosing yourself, again and again.

A pastiche of Irvine Welsh’s iconic introduction monologue to Trainspotting, the platform reframed movement, nutrition and mindset as acts of agency rather than obligation. This modular, manifesto-led approach allowed the idea to flex across Run, Lift and Hybrid pillars, hero CTV, social, product storytelling and activewear, on a global scale while maintaining a unified emotional message: there is no correct, one-size-fits-all method, just sustained ambition on your own terms.

The creative direction focussed on narrative architecture, script development, visual world-building and cross-channel cohesion, ensuring the work balanced cultural relevance with commercial impact. The result was a globally adaptable brand moment that positioned Myprotein as a steady, credible constant brand that understands modern fitness pressures and empowers people to pursue progress in a way that feels personal, sustainable and real.