When Dymatize approached us to support the launch of their next-generation Creatine product, they weren’t just looking for graphics—they needed a big moment. We envisioned a campaign that introduced the product with a cinematic visual arc: emerging from a dark, elemental space into a radiant, liquid world symbolizing purity, power, and innovation.
The idea wasn't easy to convey through mood boards alone, and we could tell there was some apprehension on the client side, which is understandable considering it was our first collaboration. To assuage any fears, we whipped up a more fleshed-out version of our initial concept in storyboard form, and once the Dymatize team saw these, they understood what we were aiming for and were onboard to see it through.
We knew the assets were developing for this launch would need to fit together as a part of a cohesive world, and we also knew a lot of the tertiary assets that would be developed in the future would be created by Dymatize's in-house team. This meant our hero visual would need to act as a strong anchor that every other asset would derive influence from–so that's where we put our primary focus first.
Once we landed on a hero visual that everyone felt good about, we could move on and apply the look to the video key frames, and the static tiles for their Amazon storefront.
Our deliverables included a product launch video, key hero static visual, and Amazon storefront assets like A+ and B+ tiles, and Brand Store banners. Once finished with these, Dymatize's in-house team would develop static paid ads using our hero visual as a guide.
There was some late-stage apprehension that our concept was a little too "out-there" compared to Dymatize's usual style, so we did what we could to make sure the assets–especially the launch video–were able to push the boundaries of their brand without alienating their existing core audience.
In the end, their trust paid off and they were thrilled with the results of the campaign look.
Dymatize is well on their way to dream-client status with us. They were open to our expertise and advice, even when it seemed scary. And they knew where they had freedom to experiment and where they didn't. We believe that without risk, there's no real potential for gain, and we love being given the go-ahead to think outside the box and create something unexpected, so we owe a big thank you to the Dymatize team for giving us permission to let our imaginations run wild and create something truly special for Creatine Monohydrate's product launch. We're so looking forward to the next one.
