Clif Bar came to us when they decided to update the packaging across a number of their products. They wanted to revamp the look and feel for nearly their entire product lineup and Builders Protein was the first to get the treatment.
It would act as a testing ground for developing a creative ecosystem from which they could develop numerous marketing assets, and would then apply the same approach to their other products.
We teamed up with Clif's internal creative team to bring their vision to life, in the form of creative building blocks like 3D packaging renders and typeface, and final assets like product videos and HTML banner ads.
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The main deliverable of the project was a hero product video, but in making it, we had to create a number of sub-assets, which ended up as a part of Clif's media library.
These included 3D packaging renders from various angles and a custom metallic typeface (which ended up on the cutting room floor when all was said and done).
As far as other specific deliverables, we created shorter iterations of the product video, a series of HTML5 banner ads, tertiary social video loops, and product videos for Builders Minis–the little cousin of the original Builders Bar, and Builders Caffeine–the high-strung member of the Builders family.
When all was said and done, we delivered a fully fleshed-out marketing campaign and its component elements, helping to realize the unified look and feel Clif envisioned to attract Builders' core audience in a way their old approach simply wasn't doing.
Clif's creative team also had the means to build upon the established themes and ideas for future marketing assets, knowing they'd remain consistent regardless of the platform or placement.
