We know why we go
Speculative work, developed as part of a job application.
The brief was a summer fitness campaign 'We know why we go' - three deliverables: homepage banner, launch email, and a Instagram motion ad promoting their new Clear Whey . The real challenge underneath was harder: how do you earn the right to speak to serious lifters without looking like every other supplement brand?
I started with the typeface. Nocturne Serif deliberately anti-category. Most sports nutrition brands shout in sans-serif. I wanted something that felt considered rather than aggressive. The colour treatment followed: black and white only. No gradient heroics. The logic was simple - serious training doesn't need decoration. You either lifted it or you didn't. Photography matched the same discipline: raw powerlifting scenarios, no vanity staging, no flattering light.
The entire production ran through an AI workflow. I started in Weavy, a node-based platform, using NanoBanana Pro to create character reference sheets for each athlete alongside an environment reference sheet this kept everything consistent across every asset. I then built out the photoshoot for the banner and campaign email directly in Weavy, plugging the reference sheets into each node to guarantee consistent art direction throughout. Final images were refined in Photoshop and dropped into the Figma designs.
For the motion ad, I created a 5-frame storyboard in Weavy with NanoBanana. The art direction was consistent with the wider campaign, but the character and location were intentionally different — this was an ad about Clear Whey specifically, so I wanted a distinct narrative that set it apart from the banner and email imagery. I took each storyboard frame into Kling 3 and Seedance, animating the stills into footage with genuine weight and movement. Post-production was finished in After Effects, adding sound design, transitions, and CTA animation for both Stories and Reels formats.
The point wasn't to cut corners. It was to put every penny of the budget on screen rather than on a production crew.
Role: Art Director
Client: Bulk
AI tools: Weavy, NanoBanana Pro, Kling 3, Seedance
The brief was a summer fitness campaign 'We know why we go' - three deliverables: homepage banner, launch email, and a Instagram motion ad promoting their new Clear Whey . The real challenge underneath was harder: how do you earn the right to speak to serious lifters without looking like every other supplement brand?
I started with the typeface. Nocturne Serif deliberately anti-category. Most sports nutrition brands shout in sans-serif. I wanted something that felt considered rather than aggressive. The colour treatment followed: black and white only. No gradient heroics. The logic was simple - serious training doesn't need decoration. You either lifted it or you didn't. Photography matched the same discipline: raw powerlifting scenarios, no vanity staging, no flattering light.
The entire production ran through an AI workflow. I started in Weavy, a node-based platform, using NanoBanana Pro to create character reference sheets for each athlete alongside an environment reference sheet this kept everything consistent across every asset. I then built out the photoshoot for the banner and campaign email directly in Weavy, plugging the reference sheets into each node to guarantee consistent art direction throughout. Final images were refined in Photoshop and dropped into the Figma designs.
For the motion ad, I created a 5-frame storyboard in Weavy with NanoBanana. The art direction was consistent with the wider campaign, but the character and location were intentionally different — this was an ad about Clear Whey specifically, so I wanted a distinct narrative that set it apart from the banner and email imagery. I took each storyboard frame into Kling 3 and Seedance, animating the stills into footage with genuine weight and movement. Post-production was finished in After Effects, adding sound design, transitions, and CTA animation for both Stories and Reels formats.
The point wasn't to cut corners. It was to put every penny of the budget on screen rather than on a production crew.
Role: Art Director
Client: Bulk
AI tools: Weavy, NanoBanana Pro, Kling 3, Seedance
HOMEPAGE BANNER
INSTA STORIES AD
CAMPAIGN LAUNCH EMAIL
