Enjoy More, Carb Less

Objective: create a national media campaign that would expand Quest Nutrition's household penetration and introduce our mission (to make the foods you crave work for you, not against you) to a broader audience outside of the sports nutrition core.

Role: Creative Direction

Campaign Concept: The Many

Production Company: Anonymous Content

Commercial Director: Jason Koenig

Copywriting: Levi Harris

Producer: Niles Hogue

To develop this campaign, we partnered with the creative geniuses at Los Angeles agency The Many. They pitched a concept and tagline based on a sense of fun and empowerment, and the joy of food expressed through happy little dances.

We needed a director with a knack for dance and finding authentic performances, so we awarded the job to Jason Koenig (known for his music videos for names like Macklemore and Ed Sheeran) and production company Anonymous Content.

After casting the best good (and bad!) dancers we could find, we planned a shoot that would allow us to capture multiple products within each scene, and future proof us for various edits and upcoming product launches.

By shooting multiple vignettes and products, we were able to execute dozens of different cut-downs and formats at scale with our in-house post-production team. The campaign spanned everything from paid social to OTT video on platforms like Hulu.