The brief for USN was two-fold. First, we were tasked with repositioning the brand within a broader performance market—evolving the perception of USN from a bodybuilding-first supplement to an accessible, high-performance product range suitable for all athletes. Secondly, we faced the challenge of producing over 230 pieces of advertising content to support this repositioning across a wide range of channels and audiences.
To anchor the campaign, we developed the message of “unleashing your inner greatness,” working with a diverse group of elite athletes across multiple disciplines. This helped create a brand narrative that celebrated dedication and personal achievement, without compromising USN’s roots in strength and training culture.
To deliver the campaign at the required scale, I built an automated video production pipeline using Adobe After Effects. This allowed us to generate hundreds of content variations by dynamically combining athlete footage, product ranges, and messaging tailored by sport and customer profile. The system enabled rapid A/B testing of product combinations, language, and visual formats—allowing us to refine performance without additional production cost. As a result, we unlocked the full potential of our creative assets and delivered a highly personalised, data-informed marketing engine that continues to drive engagement and sales across digital platforms.
