No more gym clichés. No more polished poses. This campaign set out to redefine Myprotein — moving beyond heavy discounting to connect with a younger, more brand-savvy audience.

Ditching the gym’s constraints for something raw - brutal, gritty urban environments. Pushing through real-world obstacles is what sets the Myprotein family apart - it’s what defines them. Concrete, steel, sweat. No fancy setups, just athletes facing whatever’s in front of them and pushing harder. Launched for Spring/Summer, this wasn’t just a campaign - it was a statement. Strength isn’t built in comfort. It’s forged in the struggle.

Your world’s tough, but you’re tougher.

Photography by Sam Robinson
DOP by Chris Dodds
Copywriter: Richard Grisdale
Senior Designer: Ryan Harding