David (On Spec)

Art Direction, Photography, Videography, Prop Styling, Lighting, Retouching, Copy

David makes products that increase muscle and decrease fat. Their first is a protein bar: 28g of protein, 150 calories, 0g of sugar.

Exploring their marketing potential, I conceptualized and created an on spec campaign, featuring original product photography, cinematic promotional video, and UGC-style content.

David’s packaging takes a page out of the body-building books of yesteryear; combining a shiny gold wrapper with a black serif logo that balances minimalism with a retro charm. It has the looks of a legacy brand, but the power of a disruptor: there’s simply no other protein bar like it. Gram for gram, David has more protein per calorie than any other protein bar.

This campaign is centered around David’s duality; one that honors the golden age and ushers in a new era simultaneously. Golden lighting glows off of the lustrous packaging, highlighting the premium feel. Scuffed weights and cracked leather provide rugged, authentic backdrops for the pristine wrapper—a beautiful figure takes hard work.

The modeling embraces David’s unique marketing opportunities. In one, we see an impossible feat of strength while gripping a David bar; a nod to the bold, inventive print ads of the late 80’s / early 90’s. We also see a chic business woman in the gym: elegant, sexy, ironic imagery that winks at the viewer and implies a degree of sophistication (and unisex appeal) not typically associated with protein bars.

The cinematic promotional video furthers this theme, while the UGC-style video shows the convenience and nutritional allure of David for anyone who wants more from their protein.

This campaign allowed me to combine all of my greatest strengths into assets that glint with grit. The best part about this campaign was how much fun I had making it; David’s unique packaging and branding positions itself for exciting marketing moments that I had a blast exploring.