When Protein Works approached us for a summer campaign, they weren’t looking for the typical glossy product shoot. They wanted something bold. Something that didn’t just show off their flavours, but made people feel them. Bold, refreshing, indulgent, and distinctly seasonal.
We knew exactly where to start: sound.
From the outset, Soundtrack to Your Summer was conceived as a sensory-first campaign, built around the idea that sound could do more than accompany the visuals, it could lead them. In a digital landscape flooded with fast-cut visuals and silent autoplay, we saw an opportunity to stop the scroll not just with eye-catching content, but with audio that made people lean in.
Each clip in the series was treated like a short film in its own right. We designed unique soundscapes in-house, blending diegetic sound (the cracks, fizz, and pours naturally captured on set) with non-diegetic elements like foley, whooshes, and ambient layers that evoked the mood and movement of summer. Think sun-drenched patios, cold shakes hitting hot glass, and the crisp snap of a protein bar mid-break.
The result? A rhythmic, immersive campaign that pulled audiences into the moment, one flavour, one sound, one sensation at a time. Our goal was simple: make people feel the flavour before they even took a bite.
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