Transforming self-doubt into belief to powerfully tackle today’s perfection culture

The challenge

Sports Nutrition brand Bulk wanted to help their 18-35 gym-goer audience navigate their January struggle – through a social campaign that flipped the script on social media perfection.

The work

Recognising the toxic New Year pressure to one-up ourselves and strike comparisons with others, our ‘You vs You' campaign turned self-doubt into self-belief – putting a mic to the minds of 7 fitness influencers, unveiling the unfiltered struggles behind their transformational journeys in a raw, unscripted way.