Renata Tupy

Musashi Nutrition — Musashi Lab

Musashi is Australia's leading sports nutrition brand. Driven by an obsession to innovate, Musashi delivers the nutrition that fuels performance and optimises recovery, for all players and all sports.

ROLE: Associate Creative Director: Art Direction & Design
AGENCY: JOY.

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Storyboards — 6 sec & 90 sec

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Behind the brief

The campaign

Musashi challenged us to create a social-first campaign that integrated their products and six ambassadors and added value for their young male audience, all during lockdown.

Tapping into what the audience loves most, we used sports highlights footage and the knowledge of nutritionists and sports scientists to create Musashi Lab, a series that looks at the science behind elite athletes' performance and the limits of their ability.

The results

Built for YouTube with supporting assets on Instagram and Facebook, the campaign was so successful that the client also rolled it out on Fox Sports, Kayo and Verizon.

My role

As Associate Creative Director, I art directed and designed all the storyboards, and was involved from the birth of the idea to final delivery, working closely with the client, producer and Creative Director to keep every moving part working together.

The process

A complex set of assets: licensed footage, a tight budget and many specialist freelancers for 3D and editing. We delivered around 60 assets, with regular team catch-ups so everyone had a clear direction and the tools they needed to launch on time.