BRAND
Momentous - Elite NSF-certified supplements, trusted by NFL teams, Olympians, and pros worldwide.
PROJECT
Plant Protein: Elevating Performance with Clean, High-Quality Ingredients.
Led creative direction, overseeing photo, video, paid media, and social to reimagine protein marketing.
SUMMARY
ROLE
Lead Designer
Photo/Video Direction
Creative Strategy & Art Direction
The Anti-Supplement Supplement Company.
Momentous isn’t just another supplement company—it’s designed for the highest level of performance. Every product is formulated with exceptionally clean ingredients, undergoes rigorous third-party testing (NSF Certified for Sport), and is trusted by elite athletes, professional sports teams, and Olympians.
Unlike traditional supplement brands that feel overly clinical and product-heavy, this campaign flipped the script—shifting focus away from sterile product shots and toward real people, real performance, and real moments.
Instead of selling protein, we showcased how people integrate it into their active lifestyles—whether training, competing, or just making a smoothie with friends.
The supplement industry is filled with sterile, clinical visuals—bottles, pills, and lab-driven marketing that feels impersonal and uninspiring.
For the launch of Momentous Plant Protein, the challenge was to stand out while reinforcing the brand’s elite-level credibility. The goal?
Make protein approachable and lifestyle-driven—shifting the perception of who uses it and how it fits into daily life.
Showcase performance without relying on celebrity endorsements—featuring real athletes and active individuals who use Momentous to fuel their training.
Make protein shakes feel cool—bringing energy, movement, and community into the visuals.
The campaign needed to balance premium quality with authenticity, ensuring the brand felt both aspirational and accessible.
THE CHALLENGE
This campaign was built around a lifestyle-forward, movement-driven aesthetic—highlighting how Momentous Plant Protein fits into an active, high-performance life.
Key Visual and Brand Decisions:
Photography & Video: Shot in real-world settings, featuring runners, cyclists, and active individuals actually using the product—rather than staged product shots.
Design Language: Inspired by modern performance brands, blending clean minimalism with a natural, organic feel to reinforce trust and quality.
Messaging & Copywriting: Used clear, confident language, emphasizing premium quality, elite-level testing, and performance benefits—without feeling overly technical.
Social-First Strategy: Focused on Instagram, YouTube, and Reels, prioritizing short-form, engaging content over static product imagery.
Iterative Design Process: Developed multiple creative directions—balancing high-performance visuals with fun, lifestyle moments—before finalizing a cohesive brand identity.
Every creative asset, from paid ads to organic social content, landing pages, and email marketing, was designed to feel like an extension of the Momentous brand, speaking directly to high performers and fitness enthusiasts.
THE CREATIVE APPROACH
This was a Tier 1 launch, the most extensive campaign level within Momentous’ marketing system. It required a fully integrated strategy across organic, paid, and owned media.
Deliverables Included:
Full creative direction, defining the visual identity of the campaign.
Multiple video and photo shoots, balancing lifestyle storytelling with high-performance visuals.
Instagram Stories, carousels, and Reels, creating engaging, community-driven content.
20-30 paid ad variations, testing different visual hooks and messaging strategies to maximize performance.
This campaign wasn’t about traditional supplement marketing—it was about capturing the spirit of the movement, high performance, and clean, elite-quality nutrition.
THE PROCESS
Momentous Plant Protein was designed for athletes who demand the best, and the campaign needed to reflect that.
By shifting the focus away from sterile product shots and toward real people, movement, and performance, the launch successfully positioned Momentous as the go-to supplement brand for high performers—from elite competitors to everyday athletes pushing their limits.
