Core Jensen, a high end supplement company approached TPN to help relaunch their workout supplement Performix in GNC. To break out from the sea of sameness we moved away from imagery of "muscles on top of muscles" and moved towards a more lifestyle brand approach. The brand put a lot of money into the science and it's R&D, and this product's point of difference was a patented time release technology coupled with ingredients that help with mental focus. It was important to capture a look of intense focus when shooting this creative versus the expected straining and over exertion dominating the category. Further challenges involved executing this over done "split screen" idea in a way that contemporized the look and mitigated the need for an actual line splitting the ad in two.
Final conceptual execution
Concept exploration