Ascent Protein appointed TDA_Boulder as its agency of record and the agency launched its debut campaign promoting Ascent Native Fuel Whey Protein with “The Official Sponsor of Hard Work.”
“After intense review, TDA_Boulder stood out as the agency that most understood the mindset of our target customer—those who are dedicated at a high level to fitness. We liked that TDA_Boulder is nimble, exceptionally creative and acts like a true partner,” explained Ascent Protein general manager Paul Vraciu. “We knew that by choosing them, we were gaining an extension of our team who would be deeply invested in our mission and goals in bringing a cleaner protein to the market.”
“Ascent is changing the expectations in a confusing and crowded market, we’re simply proud to be working with them,” added TDA_Boulder partner and executive creative director Jonathan Schoenberg. “Our work is 360—everything from creating their tagline, ‘The Official Sponsor of Hard Work,’ to event activation, print, out of home, video and social engagement. Health and fitness is a part of our ethos, we even work out with the Ascent team monthly to continue digging deeper in the athlete’s psyche.”
The spot “Garage,” which runs in 30 and 46-second versions, is about what you’d expect from a spot selling a whey protein product. A muscular bro works out in his garage while imagining a chorus of naysayers telling him he can’t do it. He gets up the will for one last pushup before the spot concludes with a shot of Ascent Native Fuel Whey Protein.
To promote the launch of Ascent Native Fuel Whey Protein, TDA_Boulder also launched a “Surprise Sponsorship” program, which rewards everyday athletes with sponsorship deals. It also named 2015 Spartan Race World Champion Robert Killian as the brand’s first sponsored athlete.
Here are a couple of the print spots.
Credits
Agency: TDA_Boulder
Client: Ascent Protein
Thomas Dooley, ECD, Founder
Jonathan Schoenberg, ECD, Partner
Constance DeCherney, Director of Strategy
Jeremy Seibold, Creative Director
Barrett Brynestad, Associate Creative Director
Sam Johnson, Media Director
Heather Lee, Media Supervisor
Kate Osborne, Sr. Project Manager/Producer
Lindsey Ritter, Integrated Producer
Michelle Hicks, Production Designer
Christi Tucay Clark, Director of Client Services
Lauren Corna, Senior Account Executive
Roger Ferguson, Assistant Account Executive
Print
Trevor Pearson Photography, LA (Product Photographer)
Dana Neibert Photgraphy, Coronado, CA (Campaign Photographer)
Sunny 16 Productions, LA (On set photography producer)
Andresen Digital, LA (Retouching & Prepress)
Surprise Sponsorship Video
Production: Buck Ross
Director: Ryan Ross
DP: Jeffery Garland
Post Production: Buck Ross
Editor: Lam Nguyen
Sound Mix: Coupe Studios
VO: Eric Singer
Sirens Video
Production Company: The Directors Bureau
Director: Ryan Hope
Exec Producer: Lisa Margulis
Exec Producer: Elizabeth Minzes
Producer: Benjamin Gilovitz
DP: Matt Lloyd
Production Designer: JC Molina
Post Production: Cosmo Street
Editor: Katz
Post Producer: Chelsea Spensley
Online: Shinya
Composer: Ari Balouzian
Graphics company: Brickyard
Animator: Anton Thallner
Finishing Company: Apache
Colorist: Shane Reed
Mix Studio: Lime
Sound Engineer: Zac Fischer