My Muscle Chef came to us to relaunch the brand and firmly cement its place in the fitness space. We developed a campaign built on the idea that life keeps coming. No matter how busy things get, MYMC is always there, backing you through whatever the day throws at you.
The work reframed fitness food as a constant, not a compromise. We leaned into the visual language of running and fitness films that feel raw, cinematic, and fashion led, blurring the line between sport and culture. To complete the world, we composed an original track, reinforcing the feeling that this was not advertising, but a moment.
