PROTEIN WORKS
Protein Works approached McGill Productions to lead a campaign that could reposition the brand from a gym-centric supplement company into a lifestyle-led wellness label rooted in everyday rituals and feel-good living. The work had to broaden the brand's appeal without losing commercial sharpness, opening Protein Works up to a wider audience while keeping its products front and centre.
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BRIEF
The brief was to create Soundtrack To Your Summer, a vibrant, multi-sensory social campaign designed to celebrate balanced living through a warmer, more lifestyle-oriented lens.
The concept was built around real, relatable summer moments, with sound and sensory detail playing a central role in the storytelling. Rather than leaning on traditional product messaging, the campaign needed to feel atmospheric and emotive, repositioning Protein Works as part of the everyday rhythm of summer while still driving clear commercial outcomes across social, web, and email.
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01 // PRE-PRODUCTION
McGill Productions began in pre-production by developing a visual and audio language that could carry the repositioning. The team mapped out a series of relatable summer moments — morning routines, outdoor breaks, social moments — and built each scenario around the feeling of warmth, balance, and sensory detail rather than product-first messaging.
To keep the shoot lean without losing creative range, the plan was structured around three days of filming across three locations with three models, giving the campaign a broad visual palette while staying efficient. Sound design was treated as a core creative pillar from the outset, with the team scoping how layered audio could become the narrative thread that tied each asset together.
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Production took place over three days across three locations with three models, giving Soundtrack To Your Summer a broad visual range while keeping the setup efficient. The team prioritised warm, naturalistic lighting and lifestyle-driven framing, building each scene around the sensory cues of summer — texture, movement, light, and sound.
Across the shoot, McGill Productions captured a wide range of lifestyle moments designed to flex across vertical and square formats for TikTok, Instagram, and Facebook, alongside campaign-ready cuts for wider digital use. The focus stayed on natural, character-led performance, with the products woven into each scene as part of an authentic summer ritual rather than the centre of attention.
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In post-production, McGill Productions shaped the footage into 15 fast-paced social edits underpinned by layered sound design, supported by stills and campaign content for social, web, and email. Sound was used as narrative throughout, with carefully built audio layers giving each cut a distinctive sensory feel and turning the campaign into a cohesive content system the brand could continue to use well beyond launch.
Soundtrack To Your Summer delivered over 8.8 million Instagram views, a significant uplift in engagement click-through rate, lower than average cost per click, and strong positive sentiment from the Protein Works community. The campaign successfully repositioned the brand into a more lifestyle-led space without losing commercial sharpness, giving Protein Works a flexible content system with value well beyond launch.
The work was shortlisted at the Prolific North Creative Awards for Sound Design and Audio Branding, and named Silver Winner in the Products and Services Campaign category at the 2024 Davey Awards. Protein Works has since returned to McGill Productions for five further campaigns, most recently in December 2025.
If you are looking for a lifestyle social campaign that can reposition your brand while driving measurable commercial results, get in touch with the team at McGill Productions today.
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