For Optimum Nutrition’s first Dutch campaign, we started with one simple piece of proof: Elite Athletes Choose ON.

With Jenning de Boo and Jackie Groenen as the local faces of the campaign, we set out to build credibility among ambitious Dutch athletes and position ON as a serious performance and recovery brand.

I developed the campaign platform, messaging and 20 unique assets ideas, then led the art direction from the first deck through to the shoot.

One studio day gave us two distinct setups. For the premium campaign films, Jenning trained on a Wattbike and Jackie moved through a workout routine, both on an illuminated platform before shifting into recovery. The second setup was more playful, built around Jackie and Jenning passing ON products between them. Then in between new set-builds we captured interviews, behind-the-scenes footage and other TikTok content.

Combined with ON’s existing global athlete content, the shoot became a flexible system of more than 20 assets across digital touchpoints.

For me, this project is a good example of making a focused budget work hard: keeping the idea simple, using craft to make it feel premium and creating maximum output without compromising on quality.

Project @houseofsports