HIT MACROS, SMASH GOALS

The "Hit Macros, Smash Goals" campaign for My Muscle Chef is a high-energy film that showcases the dynamic lifestyle of an active couple. Drawing inspiration from 80s films, the campaign uses crash zooms and fast handheld camera moves to create a semi-retro visual aesthetic that emphasizes the brand's vibrant nature. Through a series of engaging scenes, the film captures the couple's commitment to fitness and healthy eating, presenting My Muscle Chef as the perfect partner in their journey to hit macros and smash goals.

The challenge for this campaign was to effectively convey the energy and vibrancy of an active lifestyle, resonating with the target audience who value fitness and nutrition. The creative direction needed to balance an 80s-inspired aesthetic with modern elements, ensuring that the visual style would not only stand out but also align with the brand's contemporary image. Additionally, it was essential to showcase the product in a way that felt integral to the couple's routine without appearing forced or overly promotional.

To meet this challenge, the creative team at MSQUARE Productions employed a combination of dynamic cinematography and thoughtful visual aesthetics. By using fast handheld camera moves and crash zooms, they captured the couple's energetic lifestyle in a way that feels both nostalgic and fresh. The semi-retro aesthetic, enhanced by a subtle 35mm texture and natural elements, adds a unique visual flair that aligns with the brand's identity. The film intersperses scenes of the couple working out and enjoying My Muscle Chef meals, seamlessly integrating the product into their daily lives. This approach not only highlights the convenience and quality of the meals but also reinforces the brand's message of supporting an active, healthy lifestyle.