To make people see the value of a premium protein brand in daily life, we wanted to reframe how people think about sport.
There may be no greater accolade than an Olympic gold medal, but that only comes as a result of hundreds of other little victories along the way. Ones which are only possible if you give your body the fuel it needs to keep on going.
The work focuses on just what it takes to progress in sport, through the highs, the lows, the training and the recovery, day in, day out, week after month after year. Each film was co-created with the athletes, Team GB’s Zharnel Hughes and Para-Triathlete Lauren Steadman MBE, as they enter their final preparations for the 2024 summer games ahead. Looking back on their journeys to get there, they include personal archive footage and feature the voices of friends and family including Zharnel’s mother.