Protein Beer

Protein Beer is a satirical spec ad inspired by Sydney’s growing health and wellness culture — from run clubs and recovery trends to the obsession with optimising every part of life.

Shot across Sydney and using Better Beer as a prop, this project flips the wellness scene on its head by imagining a world where beer becomes the next fitness trend.

Created as a creative exercise to test new gear, experiment with commercial filmmaking techniques, and have fun blending humour, storytelling, and cinematic visuals.