THE BRIEF. Momentous is the supplement brand trusted by NFL teams, Olympians, and the kind of athletes whose careers depend on what’s in their body. Every product is NSF-certified, third-party tested, and formulated clean. The problem: their marketing looked like everyone else’s — clinical, product-heavy, lifeless. I was hired as a contractor to rebuild the paid-media creative and was promoted to senior creative, acting as art director.

WHAT I DID. I built the visual system from scratch. I ran shoots with NFL and Olympic-level athletes in real training, not a studio. I led creative on the Plant Protein launch: campaign concept, photography direction, video, paid-media hooks, and a social-first rollout. On the paid side I worked tightly with the ad team — briefs, hooks, variants, post-mortems — testing what actually moved the business rather than what looked good on a moodboard. I also started the company’s first serious AI workflows: tooling that took an hour of interview with an athlete or a product scientist and produced twenty ad cutdowns, blog-post drafts, and retention-email hooks automatically. That system is still in use.

OUTCOME. Plant Protein launched and shifted the brand’s paid creative away from lab-style product shots toward the real performance moments the brand is actually built for. The AI workflow permanently changed how the team makes ads.