UNWELL PROTEIN

We led creative direction, art direction, and design execution for Unwell’s first functional expansion beyond hydration: Unwell with Protein. The campaign reframed protein through a glossy, magazine-inspired lens, transforming a traditionally performance-driven category into a cultural moment. From cover-style key art and cheeky campaign messaging to OOH, digital, and influencer rollout, the launch positioned protein as light, juicy, and unmistakably Unwell.

Photographer: Benjamin Askinas