ANIMAL Social Launch
Helping people get muscles on muscles… not me but definitely some people.
The brief
The client was ANIMAL. A popular sports nutrition brand with an emphasis
on bodybuilding.
The client was ANIMAL. A popular sports nutrition brand with an emphasis on bodybuilding.
The task was to bring the company to the UK market while broadening the target audience. To do this a new website would be created as a new social presence was created to appeal to the new market.
The approach
ANIMAL as a brand is very gritty. This grittiness presents itself differently in the American wing of the company. With a cleaner aesthetic which would have to be roughened further for the UK market. To achieve this, I made use of grunge textures that would flood and interact with the frame in the motion element of the branding.
The footage would also be split into layers using rotoscoping, as rough brush strokes and grunge textures quickly animated into frame. The ANIMAL yellow would also be used as an accent in tandem with quick black and white frames to give a more premium and serious quality to the content.
The outcome
To help in ingratiating ANIMAL in the UK sports nutrition market a large amount of social media content would have to be created. Above are examples of product explainer content to quickly give users an impression of the purpose of the different products on offer. Many who would use ANIMAL would be used to other forms of sports nutrition so I made the decision to focus on the actual benefits of each product rather than the specific ingredients included. In the case of the product explainers, I made the decision to use the key colours of the products to create association between the the different products.
The outcome
ANIMAL had not yet launched in the UK. As a result, the marketing budget for the launch was relatively low. Getting sheer numbers out into the world was the priority and in this way I was successful. A variety of different content, both product and brand focused while being consistent across the different videos.