Role – Creative Director & Lead Designer
The drive, relentlessness and the intelligence to train smart does not come out of a 2kg tub of powder. It comes from within. The ability to complete your set when no-one is counting is what defines a PHD athlete.By respecting the intelligence and integrity of athletes, we were able to move away from the perfect muscle-bound stereotypes and imagery that surround training and the use of supplements. Realism and grit, driven by a strong mind, became the visual representation of the difference between an ordinary athlete and a PHD athlete. An honest, athlete focussed, social and outdoor campaign delivered a huge upturn in orders and consumer engagement for both the male and female market.