A generative campaign reimagining a legacy fitness brand for a new generation through lo-fi 3D and algorithmic motion.

When MET-Rx brought John Cena on board, the mission was to modernize a heritage icon for today's digital audience.

We created a retro-inspired world rooted in the aesthetic of 90s wrestling posters, VHS grit, and oversized charisma.

The campaign was built from a modular design system where every element—type, texture, and motion—was crafted to scale.

Bold typography and lo-fi 3D blended with analog artifacts and lightning effects to simulate a pulsing workout tape.

The #FlexChallenge took it further, using a TikTok filter to turn every fan's pose into an oversized bicep emoji.

"Flex" reframed MET-Rx as a brand that celebrates raw power with a sense of playfulness.

By uniting nostalgia with automation, we positioned a legacy brand back at the center of fitness culture's evolution.