Ascent Protein
Project Summary
Ascent Protein needed to expand its appeal beyond elite athletes to everyday fitness enthusiasts with the launch of its Plant Protein line. To connect with this broader audience, we reimagined the brand’s content, shifting from a pro-athlete focus to relatable, attainable fitness.
By shooting in a home gym setting and casting fit but approachable body types, we showcased well-rounded activities that resonated with the casual, cause-driven fitness consumer. This strategic pivot in visuals and messaging positioned Ascent Plant Protein as the go-to choice for everyone, not just the pros.
Creative Directior: Sue Tran
Brand Strategy: Jenna Frank
Art Direction: Bethany Shrock
Photographer: Molly Carna