Sports Nutrition Brand USN Celebrates Greatness Inside Athletes with New Campaign

USN makes high quality world-class nutritional supplements for optimised health for both athletes and 'pro-sumer' customers. Brand content production company Be The Fox collaborated with agency Rocketmill on USN’s latest campaign ‘Greatness Inside’, producing two 30s films to demonstrate how achieving greatness outside starts with greatness inside - and how USN helps athletes unlock theirs.

Directed by Be The Fox's Mia Xerri, the ads focus in on a window of time of seven athletes as they train. From their morning routine through to the intense action of their training session, the films follow their journey on the way to greatness, capturing their grit, determination and hard graft. Shot in real gyms, studios and training locations across Manchester, Sheffield and London, athletes involved included GB sprinter Harry Aikines-Aryeetey, boxer Zelfa Barrett and Yoga Instructor and Personal Trainer Emily Mouskides.

As well as the two spots, Be The Fox shot an extensive bank of video content for use across USN's social and digital channels. The first ad is now live on USN’s platforms.

Says Diana Ellis-Hill, co-founder of Be The Fox: "Keeping the films authentic was key to ensuring USN's target audience recognised themselves in the athletes. So content was shot  hand-held and on skates during real training sessions at gyms, studios and tracks. Our Director, Mia Xerri, truly achieved her vision of gritty realism for the films and the skill of the whole production team is evident in the enormous diversity of shots that were captured under an incredibly tight filming schedule, fuelling USN's integrated campaign this Summer and beyond."