The Hut Group approached us to support their flagship brand, myProtein, one of the world’s leading sports nutrition brands.

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Since 2021, we’ve partnered with the team in Manchester to create a series of campaigns rolled out across Asia. Rather than working from fully formed briefs, we collaborate closely to explore ideas, define direction, and develop multiple creative concepts. Each is designed to resonate with specific target markets while staying true to the global brand.

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A central challenge is scale. Campaigns need to feel consistent across countries, yet flexible enough to work in more than 120 formats across different regions. Our solution is a strong, adaptable visual system that travels well, whatever the market or medium.

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Final deliverables are provided as layered, flexible assets that local teams can easily customize. Alongside still visuals, we also produce animated versions to extend the work across channels.

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Despite working across time zones, we’ve maintained close collaboration, clear communication and fast turnarounds, making it feel like an extension of one team rather than two. As sports and fitness fans ourselves, it’s especially rewarding to see the work roll out across myProtein’s channels and to collaborate in a space we genuinely care about.

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Examples from our creative process

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Over the course of the project we'll refine our approach based on client feedback and market insights. The final deliverables may end up numbering in the hundreds, accounting for all different markets, platforms and campaign stages.

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Singles Day 2023

For Singles Day 2023 we developed a playful, sticker-led approach

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Samples of the final deliverables

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Singles Day 2024

In 2024, we went with a diorama concept, integrating 3D SKU imagery into an imaged fitness town.

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