USN - HAUSOFGARY

USN.
Creative director/concept creator/
copywriter/art director.

USN are a challenger brand
in the sports nutrition space.
Although their products are actually great
the client was wary of straying too far
from the classic imagery of shedded
body builders and close-ups of pecs
to tell their story.
Our strategy however, was to focus on
what was inside, not out;
because greatness is a combination
of body, mind, and spirit. With this
as a focus we made the leap to 'Greatness Inside'.
And once we had the strategy nailed,
we could go anywhere.
I made a pitch film to bring it to life
and that sold the idea in the room.
All the heavy lifting had been done.