NEAP RELAUNCH
Case study
Showing the world how protein keeps up with real life.
A launch campaign for NEAP 2.0: a hero film, lifestyle photography and product imagery built on one idea, the elevated everyday, and the website that carries them all.
Creative Direction · Hero Video · Lifestyle Photography · E-commerce Photography · Made by @mixlab_ateiler
Challenge
NEAP made the first protein gel ever: 20g of protein, 0g sugar, in a shelf-stable pouch that's ready to eat in under 20 seconds. As a new category, it had to explain itself fast. NEAP was also getting ready to launch NEAP 2.0 (new taste, ingredients and quality, in Citrus and Berry) and rebuild its website, emails and social around it.
The budget was lean, and the final pouches wouldn't arrive until the day before the shoot. They needed imagery that showed what NEAP is and how it fits into a full calendar.
Solution
We set the creative territory as Elevated Everyday: the visual language of premium beauty, wellness, and convenience, applied to everyday food. Precise, crisp and slightly heightened, but never cold or pharmaceutical. Real, busy people stay at the center; controlled product cinematography adds credibility and desire.
The same world runs through three deliverables: a 20-second hero film for the homepage, lifestyle photography that shows who uses NEAP and when, and e-commerce product photography for the product pages, email and launch. The goal was for viewers to leave with two things: what NEAP is (efficient protein fuel) and the different ways it can fit into their life.
Mixlab Atelier made all of the photography, video and visual assets, so the brand reads as one system from the first frame of the hero to the product page.
hero Film
The homepage hero is a 20-second widescreen film that follows three people through a day: a corporate sprinter, a healthcare worker, and a yogi. We stayed with each person long enough to read who they are, then used NEAP itself as the bridge between them. A pouch goes into a bag, leaves a counter, empties by the bottom of the subway stairs, and each of those moments carries the cut into the next life. Every person eats straight from the pouch, so the product reads as convenient and shelf-stable.
On neapfoods.com the film plays as a silent loop behind the headline "Protein for daily life" and the line "20g protein. 90 calories. 0g sugar." It opens on a bedside alarm clock and a NEAP box, moves through a city street and a subway entrance, then stays with each person in turn: a woman eating from the pouch against a tiled wall, a colleague presenting at a sticky-note wall, and a man who stretches on his couch and finishes with the pouch at his lips.
Lifestyle photography
The stills show NEAP in the moments people actually reach for it: between meetings, on long shifts, before and after a workout, and while commuting. We kept the look bright and high-contrast, with high-shine flash, dynamic movement and candid framing, so it reads as a slice of life rather than a product promotion. Casting was sincere and approachable, and settings were relatable. Close-ups of hands and mouths sit alongside wide shots, so the product is never lost in the scene.
20 lifestyle photographs, and the images are now running on their website, email marketing campaigns, and socials.
E-commerce product photography
For the product pages, email and launch assets, we shot both flavors, Citrus and Berry, on seamless neutral backgrounds: gel pouch and stand-up bag from the front and back, pouch with bag, pouch in hand, gel texture close-up, and the two flavors together. Where time allowed, we added styled layflats with each flavor's fruit (tangerine, grapefruit and clementine for Citrus; strawberries, blueberries and blackberries for Berry) and shots of the gel poured over fruit. The macro and texture work does the same job as skincare photography: it makes the product feel engineered and desirable.
35 product photographs, and the images live on the e-commerce portions of the website, social, and email marketing campaigns.
Website
The new neapfoods.com is where the work gets used. The hero film loops behind the headline with Shop Now directly beneath it. Further down, the "Made for everyday moments" tiles (Traveling, Workday Boost, Between Meals, Pre/Post-Workout, During Long Shifts, Quick Fuel Anytime) carry the lifestyle photography, the product cards and bundle shot carry the e-commerce set, and close-ups of the gel run through the parallax strip and footer. Because the film, the photographs and the layout were made together, the homepage reads as one piece.