Unleashing the eccentric side of NFL superstar Melvin Gordon for EAS Myoplex’s Get Shredded campaign.

Project Name
Get Shredded
Project Year
Product Positioning
Social Strategy
Content Studio
Web Based Animated Game
Digital & Broadcast Films

Created to launch EAS Myoplex’s product line Shred, the Get Shredded campaign celebrates the originality and self-confidence that stem from exceptional results. Widely regarded as one of the most powerful players in the National Football League, Melvin Gordon was an obvious choice to represent the power and strength of EAS Myoplex’s Shred products. Capturing Melvin’s individuality and celebrity status was a fundamental aspect of executing the multi-medium content strategy.

We wanted to explore how Melvin Gordon unlocks his originality to push him to new heights.

“Serif’s creativity plus their dedication has helped our team create beautiful films to support the launch of our new brand. The team collaborates well with Clients, often under tight timelines, taking into account the feedback and coming back with solutions that exceed expectations. Their original approach to creative problem solving consistently delivers work that is above and beyond the scope.”

Andrew Sauer

Senior Brand Manager, EAS Myoplex

Bold New Product and Media Approach

In preparation for the Shred launch, Serif worked to evolve how social content and digital media buys can be optimized for national reach and hyper-targeted positioning for retail distribution. We used geo-fenced digital targeting to support brick-and-mortar retail deliveries with digital campaign content.

Connecting the Product Story to Melvin’s

Melvin’s individuality was a fundamental aspect of executing the multi-medium content strategy that positioned Shred to a younger demographic. Exhibiting the product benefits to Melvin’s athletic performance, while unleashing Melvin’s passions was key to connecting with 16- to 21-year-old sports fans.

The Devil is in the 16-Bit Details

Designing and coding a campaign launch site that enabled fans to play a 16-bit video game was AWESOME. In a nod to Melvin’s pixel heroes of the past, we animated Melvin to dive even deeper into the Shred-induced experience. This animated game and video elements enabled fans to engage directly with our social content and the new Shred product line.

Serif Insights

“Working collaboratively across media targeting, web developers, 16-bit game animators, and filmmakers toward one goal was super cool and a very unique aspect to this campaign.”

Andy Stiebler

President and Strategy Director

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