Ever look through a muscle magazine like Flex or Ironman? Every ad has a guy with giant bulging veins and screaming headlines. Frankly, it all starts looking the same. When we helped launch this new line of workout products for the core body builder, we could have chosen bulging veins, but instead we went with the theme “Masters of Muscle”. We built a campaign using powerful illustrations that depicted people doing extraordinary feats of strength around the product. To help track sales and boost brand awareness, posters were given out in-store as a gift with purchase. They quickly ran out.