When Herbalife briefed us on launching their new H24 Creatine+, we knew we didn’t want to make just another gym-heavy supplement ad. We wanted to shift the narrative - to show that creatine isn’t just for bodybuilders or fitness fanatics. Because the gym isn’t the only place we prove our strength.

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So instead of gym edits, we told a story about real-life strength, the kind it takes to carry a sleeping toddler, haul four bags of groceries up the stairs, or sprint for a tube before it pulls away!

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To highlight that strength is needed everywhere, we used clever match cuts to mirror these everyday moments with classic strength-training moves, driving home one simple truth: creatine supports all kinds of strength, not just the deadlift kind.

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From concept to shoot, we moved fast - real fast. Moodboards, rehearsals, adapting on the fly, with the whole team jumping in & Sofia even stepping up as our stylist and prop queen. It was a true all-hands moment, and it made the final result that much sweeter.

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Massive thanks to Herbalife for trusting our vision (again!), and to Thin Reel for bringing it to life with impressive custom rigs and slick edits.

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