We supported 12 creators throughout phase 1-3 of content, which saw them setting and achieving an ambitious goal, and ending with an overview of the products behind their success. Content sat across Instagram and TikTok, with talent posting a mix of Reels, Story frames and TikToks across the two platforms for phase 1-3.

Alongside the social first content, we told the stories of six very different famous athletes and their journeys to success. We produced six films, to show the moment of realisation where placing Optimum Nutrition as their training partner had allowed them to reach their full potential. These emotive videos were amplified across not only the athlete and brand channels but also the News UK network.