ESTELLE WATER NZ x ONE CHAMPIONSHIP

Content created for Estelle Water NZ in collaboration with ONE Championship athlete Martin Nguyen. This gritty, narrative-driven campaign was designed to go beyond traditional product promotion - focusing instead on storytelling that aligned with Martin’s core values of family, discipline, and relentless work ethic.

Set against a raw and authentic visual backdrop, the campaign highlighted Martin’s demanding training regimen, personal journey, and the integral role hydration plays in his performance and recovery. Rather than simply positioning Estelle Water as a premium product, the goal was to embed it into a lifestyle - one defined by resilience, focus, and integrity. The result was a compelling visual story that spoke to high performers and everyday athletes alike, reinforcing Estelle Water’s identity as a brand built for those who demand more from themselves—and their hydration.

“I fight for my family…”

Ronaldo Mulitalo NRL Cronulla Sharks x Genius Industries

Spec 1 Run Campaign

Shot in the rugged terrain of the Blue Mountains, NSW, this campaign for Spec 1 was created to immerse the audience in the raw elements of nature - showcasing how the product supports long-distance runners exactly when and where they need it most.

Rather than focusing on the product in isolation, we approached the campaign from a lifestyle and experience-driven perspective. The goal was to provoke an emotional response and invite the viewer to buy into a mindset—not just a physical item. Rooted in the belief that “people don’t buy things, they buy feelings,” every element of this campaign was crafted with purpose: from the storytelling to the visuals, each moment was designed to resonate deeply with the endurance and spirit of the running community.

By blending cinematic storytelling, a thought-provoking narrative, and compelling imagery, we positioned the Spec 1 brand in a way that aligns with the lifestyle of its audience—authentic, aspirational, and built for those who push boundaries.

The Functional Effect

We set out to bridge the gap between the online presence and in-person experience of our high-performance gym by sitting down with members and clients to share their personal journeys. Through these authentic conversations, we aim to create relatable stories that resonate with future members - helping them better understand what our space represents and building trust and confidence in our community before they ever walk through the door.

LIFETYPE PROTEIN LIFETYPE PROTEIN

Content creation for Australian supplement brand Lifetype—a cutting-edge player in the health and wellness space offering fully personalised protein blends based on lifestyle, body type, and fitness goals.

At the heart of Lifetype’s offering is a smart, research-backed algorithm developed over several years through extensive data analysis, testing, and refinement. Upon visiting the website, customers complete a brief lifestyle quiz, which generates a tailored protein formulation designed specifically for their individual needs. It’s this personalised approach that sets the brand apart - and our content needed to reflect that uniqueness.

Our objective was to create a suite of campaign assets that not only conveyed Lifetype’s core values—science-backed innovation, personalisation, and trust - but also resonated with distinct customer segments. Using data-driven insights, we produced multiple creative executions tailored to specific demographics, each with its own visual tone, messaging style, and storytelling arc.

These assets were deployed across targeted Meta ads and digital campaigns to ensure each piece spoke directly to its intended audience, making the content not just engaging, but also conversion-focused. This campaign was about more than just showcasing a product - it was about speaking the language of each unique consumer and building genuine brand connection through thoughtful, strategic storytelling.

“That’s where Lifetype comes in..”

Youth Institute.

A multi-faceted campaign designed to spotlight a youth-focused, gym-based program built on a holistic framework that supports the long-term physical, mental, and social development of young individuals and athletes.

When creating this campaign, it was essential to consider two distinct audiences:

Parents, who want to see structured, safe, and purposeful programs that foster growth and build confidence in their children.
Young participants, who view these environments not just as places to train, but as fun, social spaces where they can move, learn, grow, and connect.

Our creative approach balanced both perspectives - combining emotionally resonant messaging for parents with vibrant, playful, and engaging visuals that speak to the youth audience. The result was a campaign that educates, inspires, and motivates action by showing that training doesn’t have to be intimidating - it can be empowering and enjoyable.

At the core of our work is a belief that content is more than just visual filler. It's one of the most powerful communication tools in the digital space. That’s why every piece we produce is designed with strategy, empathy, and purpose - to genuinely connect with its audience and drive meaningful engagement.

Leotafit.

Social media campaigns were strategically crafted to tell Giovanni’s unique story—an authentic, personal branding approach rooted in his life experiences, resilience, and the challenges that shaped his path to becoming a successful entrepreneur, high-performance strength coach, and internationally recognized natural bodybuilding figure.

We took the time to delve deeply into Giovanni’s background, holding space for him to share detailed insights about who he is, where he came from, and where he aspires to go. This open, heartfelt communication between our clients and our team is what sets us apart in the industry. We foster an environment where our clients can thrive and excel in front of the lens, enabling them to communicate their message to their audience with clarity and authenticity.

Filming goes far beyond the technical aspects - like the choice of lens or perfect lighting. While those elements are important, connection and storytelling always come first. That’s why we invest our heart and soul into every project; it’s this experience that brings out the very best in everyone involved.

IFBB NSW - Liam Eyre

Portrait shots for IFBB Competitor capturing the freakishly unnatural condition 1 week out from Comp.

Turf Games x TFE.

Turf Games is a global, team-based functional fitness competition. It was created in 2017 and offers an inclusive, community-focused challenge in four countries.