VICE began as a bold new pre-workout concept built around transparency, flexibility, and a lineup of soda-inspired flavors that stood apart from everything else on the shelf. As part of the product's launch and evolution, I was responsible for the creative direction, label design, flavor naming, video production, and post-production editing across the entire campaign.
The video spots showcase the progression of the VICE product line, from the original formula and its unique multi-flavor offering, to the introduction of the revolutionary VICE TriChamber container, and ultimately the launch of VICE X, and XXX, a more advanced, performance-focused version of the product. Each video was developed with a distinct creative approach, ranging from energetic lifestyle content shot on location in New York City, to cinematic and emotionally driven storytelling, to humorous athlete-focused commercials that helped bring personality to the brand.
By combining product innovation, memorable branding, and engaging video content, the campaign helped establish VICE as one of GCode Nutrition's most recognizable and ambitious product launches, while demonstrating how creative storytelling can evolve alongside a product line as it grows and matures.
