Joy Agency launches multi-million dollar campaign for Musashi


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

The lab works to assess and refine the speed, power, stamina 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.

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

The fully integrated campaign came to life through the facilitation of Joy’s production; the agency has brought together talent, director, crew, and post-production contributors to deliver great work and an amazing client experience.

By assembling the perfect production team for their creative vision, Joy was able to complete filming the campaign in 5 days, across four locations in Australia and New Zealand.

“One of the main goals of this campaign was to attract new audiences and demonstrate that Musashi can be used by sportspeople at all levels,” Joy’s creative director Louis Hu said.

“Most people think sports supplements aren’t for them or work instantly. But physical performance is no different from mental performance – it needs to be measured and monitored 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.”

Working with Musashi, Joy created Australia’s largest sports nutrition campaign by following the full customer journey.

The campaign demonstrates the power of joint thinking with creative, media and social work in a seamless way to deliver an integrated launch across live sport on Fox Sports and ESPN, specialty sports publishers and YouTube, the national comeback campaign. buses and paid social networks, the networks of our professional athletes.

Musashi’s Marketing Director, Amy Huntley, commented: “Our research has shown us that a significant number of everyday athletes do not understand the benefits of sports nutrition.

“Musashi has a long history of working with professional athletes to help them improve their performance. Our research has shown that proper nutrition can fuel an athlete’s performance and optimize recovery. Our new campaign demonstrates the physical benefits Musashi can bring to all athletes.

Joy’s Director, Martin Patton, added: “Joy is uniquely positioned when it comes to the integrated nature of our campaigns. Not only do we build a creative vision, but we also facilitate production.

“This resonates extremely well with our clients as it allows all of us to maintain consistency between idea and execution while keeping budgets in mind.

“The Musashi Sports Performance Lab campaign really cracks the code for motivating everyday athletes to change their diets, just like professional athletes do, so they can push themselves longer, harder and faster.”

The campaign began streaming across all platforms yesterday, April 3, and will run through October 2022.


Client: Musashi

Amy Huntley – Marketing Director

Ross Webb – Brand Manager

Hal Titmarsh – Marketing Coordinator

Agency: Joy

Martin Patton – Director/ Strategist

Louis Hu – Creative Director

Mark Thomas – Embedded Producer

Harry McIntosh – Media Account Manager

Katie Chandler – social manager

Nick Kyprianou-Brown – Social Media Manager

Production (facilitated by JOY):

Dave Wallace – Director

Pat Rohl – Camera

Lee Launay – artistic director

Jay McNeil – Gaffer

Powerful Sound – Sound

Jason Azcona – Editing


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