C4 “AWAKEN YOUR SUPER” CAMPAIGN

awaken your super

In the beginning of 2020, I worked with Nutrabolt to craft an awareness campaign for their energy drink, C4. Blending the bold colors of the product with comic book-inspired graphics, I designed and illustrated a fresh look that reflects the bold energy that you get from the product. The project revolved around developing key art and campaign guidelines that would then be passed to various creators in Nutrabolt’s freelance network. This artwork was developed to be future-proof, combining high-res renders of the product with vector illustrations. Meaning the campaign could be used everywhere from social media to the side of a building.

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assembling a team

A major part of Nutrabolt’s marketing strategy is to show notable athletes and fitness influencers using their products. For the ‘Awaken Your Super’ campaign, I needed to create a way for athlete imagery to live within the art direction that I developed. To do this, I used photography from Nutrabolt’s library and illustrated new elements to match the environment. What quickly sprung to lif was the sense of transformation and energy—much like a superhero in a comic book.

7x CrossFit Games Competitor and Nutrabolt-Sponsored Athlete, Brooke Wells

Nutrabolt-Sponsored Athlete and Fitness Trainer, Ron ‘Boss’ Everline

5x CrossFit Games Champion and Nutrabolt-Sponsored Athlete, Mat Fraser

powering up social

Branching into the brand’s social strategy, I set to work developing animated assets that brought the key art to life. Additionally, we utilized user-submitted content in Instagram posts and stories to drive engagement and brand loyalty.

activating out-of-home

Of course, no campaign is complete without making its way into the real world. I was tasked with bringing the “Awaken Your Super” campaign to life across various consumer touchpoints, such as truck graphics, sell sheets and in-store advertising.