Optimum Nutrition — "What's Your Number?"
Art Director
The brief wasn't really about protein. Most people already know protein matters. The actual gap was usability: nobody could tell you how much they personally needed, or how to fit it into a normal day without living on shakes.
So we gave them a number. The Optimum Nutrition Protein Calculator sat at the centre of the campaign, working out a personalised target for anyone who used it. "Enough on Your Plate?" did the harder job of making that number feel achievable: fifty recipes across breakfast, snacks and dessert, shot over four sessions. Step-by-step demos, nutritional insights, TikTok-native transitions, built to be watched rather than skimmed past.
The industry benchmark for this kind of content on TikTok is about 2.6% engagement. We landed at 41.7% and 74.2%. It also picked up Silver at the Digital Media Awards for Best Creative, and more usefully, it did what the brief actually asked: made Optimum Nutrition look less like a tub of powder and more like something that's actually going to help you.
