Power Crunch "This is protein re-imagined"? (2020) :30 (USA)

Brooklyn-based creative agency Quirk Creative worked with Power Crunch and strategic media agency Stella Rising to create the "This is Not a Candy Bar" campaign, which shows that while it looks and tastes like a candy bar - Power Crunch is anything but. Three coordinating robotic cameras shooting 2000 frames per second captured a symphony of flying ingredients down to the millisecond to create explode-off-your-screen visuals. Quirk brought in film director and visual engineer Steve Giralt who specializes in combining videography and technology. Giralt took Quirk’s vision and built customized tools to get the perfect shots. 

The core insight that ‘snacking guilt is real’ was uncovered by the research finding that aside from a majority of Americans who feel guilty about their own snacking, Power Crunch customers say the wafer bar, with 13-14 grams of protein and only 5-6 grams of sugar, tasted so good it feels like eating something bad for you. 

“The only rule for creating food campaigns is it must look delicious,” says Quirk’s Creative Director, Gaelan Draper. “It was an amazing process to orchestrate where at the 0:01 mark the camera would run, at 0:02 cookies would fling, then 0:03 the milk would pour. Each shot happened in less than a second in real time.”

“Up to this point, Power Crunch’s success has been driven by grass-root marketing efforts. Now, we’re taking the next step in our brand evolution,” says Kevin Lawrence, Founder, Owner and CEO of Power Crunch. “We joined the digital conversation later in our development than most companies do, and that was intentional. It was vital we establish a solid customer core and then carefully choose the right agency partners to help us deepen our relationship with our loyal customers and speak directly to a whole new audience.”

Credits:

Client Name: Power Crunch

Chief Executive Officer: Kevin Lawrence

Creative Agency Name: Quirk Creative 

Creative Director: Gaelan Draper

Agency Producer: Annmarie Stec

Art Director: Wren Sieber

Copywriter: Matt Lazarus

Account Supervisor: Christopher Quesada & Yael Nachajon

Director: Steve Giralt

Media Agency Name: Stella Rising