I led the art direction for the Levels photo and video shoot, guiding the production agency during pre-production to ensure the creative vision translated into performance-driven content. I crafted a shot list informed by top-performing product imagery and directed choices around props, wardrobe, set design, and lighting to create a real, connected look. The shoot broke from typical protein brand visuals, using brutalist lighting, textured gym settings, and imperfect, relatable moments to resonate with a hardworking audience. I drove the project from concept to final paid creative, ensuring every frame delivered both creative impact and measurable results.