ABOUT

Concept:
KA-EX came to us with a specific brief: produce a brand TVC that would extend their reach to new audiences through bilingual distribution. The product, a clinically tested cortisol reducer positioned at high-performance athletes, needed creative that could communicate a science-backed claim without losing the energy of the category.

The spot is built around the gap between effort and recovery. The VO opens on the athlete's mindset before pivoting to the statistic that anchors the product: nearly half of high performers have elevated cortisol levels that can actively undermine their progress. KA-EX is positioned as the corrective, the world's first fast-acting cortisol reducer, clinically proven to optimise sleep and increase daily energy. The campaign line "Push. Shake. Recover. KA-EX. Outperform yesterday." closes the spot with a direct product call to action.


Execution:
The spot was produced using a hybrid pipeline: licensed stock footage and 3D animation provided the structural backbone, with AI-generated visuals integrated to extend what the budget and timeline would otherwise allow. At the time of production, the use of AI-generated content in broadcast advertising was still relatively new ground — this project was an early test of what that pipeline could deliver at a professional standard.

Voiceover was AI-generated in both English and Spanish, removing the need for separate recording sessions or talent costs across the two language versions. No live filming was required at any stage.

Final assets were delivered across multiple formats for both broadcast and social distribution.


Results:
The campaign ran across TV and social in both English and Spanish. KA-EX subsequently commissioned multiple updated versions of the spot, each retaining the original campaign's creative and structural foundation.