Ciara Palfreyman
Across nine days, Myprotein delivered seven shoots across three US cities - all driven by one clear mindset: maximise athlete opportunity, elevate creative and our global community whilst staying commercially sharp.
We sat down with Emma Weaver, Head of Production at Myprotein, to delve deeper into how this production sprint brought together athlete-led storytelling, real-world environments and meticulous planning to capture high-impact creative while staying firmly focused on performance, credibility and commercial value.
Los Angeles: Lifestyle-led storytelling
Los Angeles was the natural starting point, home to Holly Brooks, one of our leading MP Clothing ambassadors. To launch Holly’s upcoming MP Activewear range, we built a production rooted entirely in her lifestyle and discipline.
With permits secured, 4am call times and sunrise-to-sunset scheduling, this wasn’t about simply shooting product. It was about anchoring the range in environments her audience associates with her routine and discipline. From Venice Beach and the Hollywood Reservoir to a Downtown studio, we paired iconic running locations with premium studio control, delivering both hero assets and versatile campaign content within a single shoot day.
Still in LA, we shot the new Core Lift Clothing range with three US faces in a dedicated gym environment. This range holds significant strategic importance, supporting alignment across both Nutrition and Clothing categories with a credible, all-round lift offering.
Phoenix: Performance at scale
Phoenix placed us at one of the four HYROX Majors, allowing us to harness real race-day energy, dedication and elite-level competition. We produced bespoke content with Elite 15 talent including Charlie Botterill, Seka Arn and Dylan Scott, capturing real-time performance highlights from some of the best athletes in the sport.
From the arena, we moved straight into South Mountain Park and Downtown Phoenix to capture the Velocity Ultra Clothing campaign.
Permits secured and ranger-supported access granted across 16,000 acres, we shot in one of our most impressive locations to date. Every frame reflects the ambition of our new Ultra-level core clothing - engineered for ultra performance.
Las Vegas: Raw performance
Five weeks out from his next bodybuilding competition, we joined Mike Sommerfeld, Professional Bodybuilder and Myprotein Athlete in Las Vegas to capture the reality of his prep.
The brief was simple: raw performance storytelling. No staged intensity, just the pure reality of prep discipline and first-hand insight into the role of nutrition in high-performance training.
Bringing this multi-city production to life required relentless dedication, trust and a shared ambition across teams. Showcasing our brand authentically through the real lives of our athletes is something I take immense pride in. This production stands as a powerful example of how Myprotein leverages athlete investment to deliver performance storytelling with real impact.
