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Creative Direction

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James Appleton

Myprotein PRO: For Disciples of Discipline was a brand and range-launch platform designed to elevate Myprotein’s position within performance and hybrid nutrition.

Built around the belief that “Pro” is not a status but a mindset, the campaign reframed elite performance as a product of consistency, education and marginal gains rather than shortcuts or hacks. Targeting dedicated and hybrid athletes, the work positioned Myprotein PRO as a credible, science-led alternative to premium niche challengers — delivering elite-level quality, trust and formulation at accessible value.

Through a manifesto-led narrative and a raw, documentary-style mini-series, the campaign celebrated discipline as a daily practice: the quiet work, the self-analysis, the obsession with getting 1% better. Real athletes were placed in liminal, unstaged environments to reinforce authenticity, focusing on preparation, effort, reflection and return — not glory or spectacle.

The premise was simple – travel round the world and ask our athletes one simple question – “What is Discipline?” The result is a harmonious mini-series of interviews for organic and paid social channels, that deep dive into the supplementation and mindset of the 1%. The interviews are candid, the product photography imperfect, the result : raw, relatable realism.