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Overview
Focus
This campaign launches Primal Wellness’ reformulated product range, now powered by Clonapure® — a high-purity creatine solution designed for physical and cognitive performance.
The purpose of this campaign is to reposition the brand during a supplier transition, reframing change as progress while reinforcing Primal Wellness’ uncompromising standards.
Desired Campaign Outcome
To build a distinct and recognizable Primal Wellness “world” — one that stands out from the usual wellness content on social media.
To position the product inside unexpected character moments, blending visual cues of the benefits of Clonapure with humour and storytelling.
To create a repeatable, episodic content system — a world that can evolve into a series of vignettes people return to, not just a one-off campaign.
Campaign Concept
"The Evolution of Performance" - shown through a recreation of "The Dawn of Man" sequence from 2001: A Space Odyssey.
Synopsis / Narrative
A group of ape-like figures exist in a primitive, static world.
One day, an object appears - Creablast as the monolith.
Through interaction with it, something shifts.
Grip strengthens. Focus sharpens. Movement becomes intentional.
A single act — the throwing of an object — triggers a leap forward.
We cut to a modern world where those same ape figures now operate with precision, control, and high performance across different environments: fighting, training, thinking, executing.
They haven’t changed species.
They’ve evolved function.
Rules of the World:
Ape-like humans exist in both primitive and modern settings
No one questions this — it is normal
Performance, not appearance, defines evolution
Tone balances seriousness with subtle absurdity
Positioning
This campaign is for:
People who value discipline, performance, and self-improvement.
It rejects:
Overly polished, generic wellness advertising.
It positions the product as:
A tool for functional evolution.
Cultural Lens
This campaign draws heavily from cinematic language established in 2001: A Space Odyssey — specifically the “Dawn of Man” sequence — to reframe a product shift as a moment of evolutionary progress rather than compromise.
By referencing this visual language, the campaign taps into a universally understood metaphor:
discovery → adaptation → advancement.
Layered with this is a subtle nod to internet-era humour — the awareness that these are clearly “people in suits” introduces levity and relatability, preventing the work from becoming overly self-serious.
This balance allows the campaign to feel both elevated and accessible.
Emotional Tone
Controlled
Curious
Playful
Surreal
Slightly absurd
Color & Tone
Palette:
Muted, natural earth tones contrasted with clean, modern neutrals
Contrast:
Medium to high — defined but not harsh
Temperature:
Warm, golden-hour exteriors
Neutral, soft interiors
Texture:
Raw and organic in the primitive world
Cleaner, more refined in the modern world
Cinematic Language
Composition:
Wide, symmetrical frames in the primitive world
More controlled, composed framing in modern environments
Subjects often centered.
Lighting Philosophy:
Natural light driven
Golden-hour exteriors for warmth and timelessness
Soft directional lighting indoors
Camera Movement / Technique:
Mostly static or slow, deliberate movement
Minimal handheld
Movement increases slightly post-“evolution” to reflect control and intention
Locations / Environment
Primitive World:
Rocky, barren outdoor landscapes
Minimal visual clutter
Timeless, undefined geography
Modern World:
MMA gym environments (PFA)
Functional workspaces
Talent
Character Archetypes:
Ape-like figures (humans in gorilla suits)
Physically capable but initially unrefined
Later: controlled, precise, high-performing
Could be fighters from the gym who are keen to play around in gorilla suits.
Performance
No dialogue, mostly grunts and ape-like sounds.
Movement evolves from clumsy → intentional
Slight comedic undertone through physicality
Wardrobe / Products
Gorilla suits (intentionally slightly imperfect)
Product Integration:
Treated as an object of significance (monolith equivalent)
Minimal, focused framing
Props / Objects
Bone / object (primitive tool)
Gym equipment (weights, mats)
Laptop / desk setup
Shaker bottle
Each object represents a stage of functional evolution.
Colors & Textures
Stone, sand, dust (primitive)
Matte metals, rubber (modern performance)
Natural fibres and raw materials contrasted with synthetic materials used in fitness.
All textures move from organic → refined, mirroring the narrative.
Editing
Slow, lingering pacing in the opening
Gradual increase in rhythm
Sharp, satisfying match cut (hero moment)
Controlled, minimal montage
Titles
Simple logo reveal.
Minimal. Clean sans-serif font. Centered or subtly placed. No excessive motion - could just pop up on the screen.
Color Grading
Outside world: warmer, slightly desaturated tones.
Inside world: cooler tones, electrical lighting tones found in gyms.
Music
Slow build to cinematic score to invoke the sense of discovery and momentum. We could probably find a version of Richard Strauss' Also Sprach Zarathustra, that might morph into a more stylish hip hop beat for the montage section.
Sonic Atmosphere
Wind, breath, environmental textures in opening
Silence used intentionally
Subtle sound design for movement and transformation
Sound expands with evolution - from subtle breezes in nature to the pounding of boxing bags, the timer of a clock going off, metal clanging in the gym.
Next Steps:
The next step is to send us a message with your feedback, or approval of this treatment. Once approved, we move into the pre-production stage, and will send over your Pre-Production Package for your approval, covering all the logistical details for your production.
Thank you!
