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Creative Direction

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Swords & Eagles

Unlock your Main Character Energy at Myprotein.

'Main Character Energy' was Myprotein’s Q1 2025 creative platform designed to reframe the New Year fitness narrative. An anti- “new year, new me,” campaign that tapped into a deeper human truth: committed and everyday-active consumers don’t reset in January — they refocus.

Built around the idea that there’s no new version of you, just new energy, the campaign positioned Myprotein as the brand that fuels long-term ambition, consistency, and self-belief. Anchored by a high-impact CTV film featuring Terry Crews as a powerful inner-outer monologue, the work put real athletes and everyday protagonists front and centre, visualising moments of lift, run, and hybrid fitness through cinematic storytelling and bold light-box typography.

Imposing typography became the backdrop to a refreshed product render library which gave us our campaign red thread: from awareness through to conversion assets for product, clothing and sales spikes.

The platform was designed to scale across CTV, paid social, OOH and creator-led content, forming a unifying movement for 2025 rather than a short-lived January push.