Role: Creative Director
Project: GNC Unbreakable Performance: New Product
Agency: Edelman/Salutem
This project was all about energy and passion. The Unbreakable brand represents sacrifice, hard work, dedication and it mirrors the drive of its founder and Fox Sports personality, Jay Glazer.
The challenge was to find imagery to represent this passion. It had to connect viscerally. But where to source? As I was doing my due diligence researching everything about the Unbreakable brand, I came across their promotional workout videos burned on the site.