case study

In the world of sports nutrition, many brands glamorize performance—focusing on smiling athletes, perfect form, and effortless results. But for serious high-impact athletes, this depiction feels disconnected from the real experience. Cibeles needed to position its Power Drink as a product for those who know that true performance is built on exhaustion, pain, and raw effort—not photo-ready workouts.

“Make It Count” flips the script on traditional sports advertising. Instead of polished perfection, we spotlighted the sweat, cramps, and brutal fatigue that come with pushing limits. The campaign visually captured athletes mid-struggle—faces strained, bodies exhausted, clothes soaked—celebrating the effort over the outcome.

This honest, visceral approach created a stronger emotional connection with real athletes. It reframed Cibeles Power Drink as the choice for those who give everything in every rep, run, or fall—and need to refuel for the next one. The campaign resonated with the “No Pain, No Gain” mentality, positioning Power Drink as the fuel for those who truly make every drop of sweat count.

I led the creative development and art direction for Make It Count, crafting a raw, documentary-style visual identity that emphasized authenticity and grit. I directed the composition and post-production to amplify intensity—using tight crops, harsh lighting, and desaturated tones to capture physical strain and emotional endurance.

I also worked closely with strategy and product teams to ensure the message aligned with the scientific positioning of Power Drink, bridging visual storytelling with product relevance for high-performance athletes.

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