Bulletproof was already famous for their coffee (you know, the one with the butter). They just needed help introducing their ready-to-drink product to the world. We kept the concept simple and the men half-naked so it'd be easy to remember the drink's overall benefit: feeling like your best self. 

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CD Paul Huggett  CW Saedi Hitner  AD Rory Jensen   GD Bronson Folz-Edwards