Blueberry Stud Muffin

To create buzz around the launch of Quest's new Blueberry Muffin flavor, we created perhaps the first protein-bar inspired pop music video... 

We tapped singer-songwriter Bonnie McKee (California Gurls, Teenage Dream, Last Friday Night, Dynamite to name a few) to write and record the earworm. Willdabeast Adams and Janelle Ginestra provided choreography (and their own special appearance) for the dance numbers that would also seed Musical.ly fan participation.

Various familiar faces from the immaBeast dance crew brought Janelle and Will's choreo to life as our Q-Birds and Blue Ladies. The Hodge Twins also made a few cameos (including bleacher push-ups and a Bonnie bench-press...)

Shot over two hectic days, we needed to capture the Grease vibe both in studio and on location, so I brought on production designer Nathan Carden. He and his team flipped the studio multiple times, from high school gymnasium to bedroom to workshop.

In post, I wanted to keep leaning into those cheesy pop vibes. Some campy green screen for the driving scene, and a pastel vintage wash (with bloomy highlights) for the grade.

All in all, an amibitious project for a protein bar that brought serious attention. And to this day I have that damn song stuck in my head... 

At launch the video generated 2.4 million organic Facebook views, and another 300,000+ views on associated influencer posts.