JUST DROPPED

Joe & The Juice launched a new range of protein shakes and needed a campaign that felt different from the usual product imagery and would resonate with its audience.
Working in-house, we developed and executed the creative direction for Just Dropped, a deliberately unpolished, photo-led campaign inspired by creator culture and everyday moments.

Rather than styled studio shots, the campaign focused on casual, real-life situations, shakes spilled on the street, left in the car, taken to the gym. The aim was simple: make the product feel familiar, spontaneous and instantly recognisable.

The approach resonated widely and was later highlighted by Forbes as an example of how brands can use creator-style marketing to build trust.

CREDITS
In-House Creative lead | Vitamins Studio
Concept | Kasper Garnell (VP of Brand)
Photographer | Joshua Lawrence
Production Company | KO Collective
Executive Producer | Imogen Harding
Producer | Alicia Knight