‘Strong Feels Good’ in Mekanism’s Latest for Muscle Milk

By Erik Oster 

Mekanism launched a new campaign for Muscle Milk aimed at active millenials under 35, entitled “Strong Feels Good.”

Built around a broadcast and digital spot running in 60, 30 and 15-second iterations, the campaign celebrates the feeling of accomplishment and subsequent celebration after a tough workout. The spot opens on a woman reaching the end of a tough backpacking ascent up a mountain. Looking out at the view, she begins to dance in celebration. The scene then shifts to groups of people similarly dancing goofily, the feeling apparently contagious.

The effort acts as an extension of the “Stronger Everyday” campaign Mekanism launched for the brand last April with a spot starring Golden State Warriors point guard Stephen Curry. Curry returns for an appearance at the conclusion of the spot, showing off his own dance moves. The approach feels more than a bit stretched out in the full, 60-second version (above) and actually benefits from the cut to a shorter runtime.

“Strong Feels Good” will make its’ broadcast debut (in the 60-second format) today during coverage of the Golden State Warriors game against the Chicago Bulls and will continue to run on digital and social media channels through June.

Agency: Mekanism
Client: Muscle Milk
Founder & Executive Creative Director: Tommy Means
EVP, Director of Creative: Tom Lyons
Associate Creative Director: Joe Beutel
Art Director: Sean Grimes
EVP, Managing Director: Michael Zlatoper
Director of Brand Management: Anna Boyarsky
Brand Director: Luke Welch
Brand Manager: Sarah Holden
Head of Planning, West: Jeremy Daly
Head of Production: Kati Haberstock
Director of Production Operations: Frank Lewis
Senior Producer: Jess Murray
Producer: Megan Ubovich


Production Company: Hungry Man
Director: Dave Laden
DP: Jamie Ramsay
EP: Caleb Dewart
Line Producer: Ahnee Boyce

Editorial: No6
Editor: Lucas Spaulding
Asst Editor: Brian Meagher
Producer: Yole Barra

Finish/Color/Graphics: The Mill
Creative Director: Jay Bandlish
Head of 2D: Randy McEntee
Color: Greg Reese
EP: Krystina Wilson

Music: Travis & Maude
Creative Director: David Wittman