For the 2025 campaigns surrounding Golden Week and Singles Day, our focus was on developing social-first video assets that could carry MyProtein’s brand presence across a wide range of formats and markets. Working within the campaign’s visual system, we translated key visuals into motion designed for fast-moving digital platforms. The work balances clarity, energy, and brand consistency, ensuring each asset remains recognisably MyProtein while adapting to the demands of regional rollout and social distribution.

The challenge was not volume, but control. Each asset needed to work independently while remaining consistent with the wider campaign. Careful attention was given to timing, hierarchy, and composition, ensuring the work stayed clear, direct, and unmistakably on-brand across every format.

For Singles Day, the work shifted toward a more direct, product-led approach. Assets were built to carry clear offers, strong hierarchy, and immediate readability across busy social environments. The focus was on making the message land quickly while maintaining a consistent visual identity across multiple variations.