It takes hard work, determination and drive for any athlete to perform at their top level. As the official sponsor of hard work, Ascent Protein knows that the right nutritional regimen is the key to performance for their sponsored athletes. In partnership with TDA Boulder, we developed a design aesthetic for their social campaign featuring pro running back Christian McCaffrey. The gritty, hand-made approach reflects Ascent Protein’s core value of helping each athlete to build a better version of themselves and provided a foundation for exploration. With different messaging in each spot, the aesthetic was manipulated to reflect the overall tone and editorial pacing, while working to maintain cohesion across the campaign.