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Greater Than Gold

Met-Rx products are for elite athletes, that are always looking for what is next. To them, trophies are just trinkets, reminders of a past glory. So we decided to make them useful. We worked with Leonard Fournette, an NFL rookie that was first round draft pick for the 2017 season. We released the spot before the draft, and after he was drafted into the Jaguars, we turned his old trophies into weights for a high school in his new hometown. We got tons of organic press, including Complex Sports, NFL.com, and Creativity Editors' pick. The world is buzzing about Fournette's exciting future in the NFL. I was part of the team that concepted the original idea, then I oversaw the trophy explosions on set, and worked with DeepLocal to make sure the weights looked and acted perfectly.

Project Roles
Art Director
Art Direction, Conceptual, Design, Integrated
Brand Films, Industrial Designs
Project Industries
Advertising, Sports