Kunai Protein Bars wanted a launch video that stood out in a crowded fitness market. Jackson Peos, a fitness coach and influencer visiting Singapore, was at the center of the campaign.

Instead of producing a typical high-energy promotional video, we focused on Jackson’s personal journey—his motivations, values, and approach to fitness. People don’t just buy products—they buy into the people they trust. By letting Jackson’s story lead the video, the content felt authentic, relatable, and human.

The film blends candid storytelling with high-energy visuals, showing Jackson in his element while naturally introducing Kunai Protein Bars as part of his everyday lifestyle. This approach not only launched the product successfully, but also opened the door to future content featuring real users and athletes, helping the brand build a stronger, more meaningful community over time.

This project reminded me why storytelling works: when you focus on people and experience, the audience connects, remembers, and trusts — far more than any hard-sell or flashy visuals could achieve.