Prima

Launch campaign, pop-up content and the monthly feed for a pro wafer brand.

Prima is a protein wafer in a rainbow of flavours. Bricks built the launch around a cast of characters, one per flavour, then carried it into a mall pop-up, the monthly feed and a series of short films.

A launch that made a wafer feel like a fashion drop, with a content system the brand keeps running every month.

The brief

Prima arrived with great packaging and no audience yet. The ask was a launch that would make a protein wafer feel like something you choose, not something you settle for, and a content engine to keep it alive after launch week.

The range, piled up. Every flavour has its own colour and its own character.

Choose your fighter

Each flavour became a person: The Muse, The Rebel, The Icon, The Explorer and the rest of the cast. Wardrobe, colour and attitude match the pouch, so the campaign reads as one family with eight moods.

Red on red. The character portraits carry the colour of the pouch.

The Muse. Each character got a poster and a one-shot film. — Red on red. The character portraits carry the colour of the pouch.

Movement and appetite

Half the shoot is people in motion against flat colour. The other half is the wafer itself, close enough to see the layers. Together they give the brand energy and proof in the same grid.

Colour blocking and movement for the launch reels.

The wafer, close. The product frames keep the campaign honest. — Colour blocking and movement for the launch reels.

The pop-up

The launch landed in a mall pop-up dressed in the same palette as the pouches. We covered it as content, so the store, the feed and the films all point at each other.