We led creative DIRECTION, ART DIRECTION, AND DESIGN EXECUTION for Unwell’s first functional extension beyond hydration—Unwell Hydration with Protein. The campaign reimagined protein through a glossy, magazine-inspired lens—turning a post-workout drink into a cultural moment. From cover-style key art and cheeky headlines to bold OOH, digital, and influencer rollout, the launch positioned protein as light, juicy, and unapologetically Unwell.