We needed to drive awareness of a challenger sport’s nutrition brand in a category that takes itself too seriously: glorifying sports stars, showing flexing muscles and the ubiquitous gym setting.

It’s well known that exercise and being in shape can also help brain functionality by improving memory, concentration, mental health and creativity—all of which can have profound effects on one’s life.

So we decided to take Bulk Powders out of the gym and instead show how it helps people dominate their everyday lives with a TV commercial set in a used-car salesroom, featuring boxing’s heavyweight champion of the world, Anthony Joshua.