Musashi Sports Performance Lab connects elite and everyday athletes in new campaign via JOY


Integrated agency JOY has developed an energizing and inspiring campaign featuring the Musashi Performance Lab for leading sports nutrition brand, Musashi.


The Lab works to assess and fine tune the speed, power, endurance and focus of world class athletes such as UFC champion Robert Whittaker and NRL player Tommy ‘Turbo’ Trbojevic, who feature in the multi-million dollar campaign. The brand dominates in its category with double digit year-on-year growth and has an “ALL Sports” strategy; taking sport nutrition beyond the gym and across all codes, teams and players.

Through a series of seven different video executions, outdoor super bus backs and 38 digital executions, the campaign focuses on scenes from within the Musashi Performance Lab, featuring professional athletes across MMA, NRL, AFL, cricket, rugby and basketball testing their limits and pushing their athleticism with the help of Musashi.

The fully integrated campaign was brought to life by JOY’s production facilitation; the agency assembled the talent, director, crew and postproduction contributors to deliver excellent work and amazing client experience. By putting together the perfect production team for their creative vision, JOY was able to complete filming for the campaign in 5 days, across four locations in Australia and New Zealand.

Says Louis Hu, creative director of JOY: “A key goal of this campaign was to appeal to new audiences and demonstrate that Musashi can be used by sports people at all levels.

“Most people think sports supplements either are not for them or work instantly. But physical performance is no different to mental performance – it needs measuring and monitoring to get results. This campaign shows the science behind Musashi, and the rigorous testing that has become the foundation of trust – for elite and everyday athletes.”

Together with Musashi, JOY has created Australia’s largest Sport Nutrition campaign following the complete customer journey.  The campaign demonstrates the power of joined-up thinking with creative, media and social work seamlessly together to deliver an integrated launch across live sport on Fox Sports and ESPN, specialist sport publishers and YouTube, national bus back campaign and paid social, the networks of our professional athletes.

Says Amy Huntley, marketing director of Musashi: “Our research showed us, that a significant number of everyday athletes did not understand the benefits of sports nutrition. Musashi has a long history of working with professional athletes to help improve their performance. Our research has shown that the right nutrition can fuel an athlete’s performance and optimise their recovery. Our new campaign demonstrates the physical benefits that Musashi can support in all athletes.”

Says Martin Patton, principal of JOY: “JOY is in a unique position when it comes to the integrated nature of our campaigns. Not only do we build a creative vision, but we also facilitate the production as well. This resonates extremely well with our clients as it allows for all of us to maintain consistency between the idea and execution while keeping budgets front of mind.

“The Musashi Sports Performance Lab campaign really cracks the code to motivate everyday athletes to change their nutrition regime, just as the professional athletes do, so they can push themselves longer, harder and faster.”

The campaign commenced delivery on all platforms on April 3rd and will continue until October 2022.

Client: Musashi
Amy Huntley – Marketing Director
Ross Webb – Brand Manager
Hal Titmarsh – Marketing Coordinator

Agency: Joy
Martin Patton – Principal/ Strategist
Louis Hu – Creative Director
Mark Thomas – Integrated Producer
Harry McIntosh – Media Account Manager
Katie Chandler – Social Lead
Nick Kyprianou-Brown – Social Media Manager

Production (facilitated by JOY):
Dave Wallace – Director
Pat Rohl – Camera
Lee Launay – Art Director
Jay McNeil – Gaffer
Mighy Sound – Sound
Jason Azcona – Editing

Musashi Sports Performance Lab connects elite and everyday athletes in new campaign via JOY