XS Sports Nutrition

The first brand we tackled as part of Amway's web refresh was XS, their sports nutrition brand. In line with our new product detail page (PDP) content strategy and user experience (UX) design, we identified content that needed to be updated, including product copy and engaging lifestyle assets.

We wanted to capture the excitement of the XS brand and create content that would resonate with their target audience. To do this, we associated moments of extreme and action sports with each product's unique benefit. We captured athletes in action on location, creating authentic lifestyle videos and dynamic product shots. We also collaborated with influencers to create engaging and relatable content, such as lifestyle hacks and product tips.

Despite the challenges posed by the pandemic, we successfully produced assets for each of the key 20+ products, across more than 10 locations, and featuring real athletes and extreme sports thrill-seekers.