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This is Not a Candy Bar.

Powercrunch

Dots

CHALLENGE

Powercrunch needed a creative campaign to help them stand out in the crowded protein-bar space. In many ways, Powercrunch was a “goldilocks” bar: delicious, but with balanced macronutrients. Nutritious, but more accessible than bars for performance athletes. Basically, they needed some high-protein, low-carb creative that told the story of a bar that was both crave-able and guilt-free.

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SOLUTION

We came up with a series of videos built around a single, provocative statement: this is not a candy bar. Paired with sumptuous footage of flowing dark chocolate, liquid caramel, and crumbling cookies, this statement implants the idea of “healthy” while your tastebuds scream “CANDY BAR.” At the same time, our clean, colorful photography style highlighted the bar’s ingredients while still feeling playful.

Dots

BEHIND THE SCENES

We shot the campaign using 3 programmable robots and a phantom camera, which can record up to 25,000 frames per second.