Creator content brief
Neo Protein
Protein hasn't evolved for decades. We are finally fixing it.
The problem
Protein hasn't evolved for decades
- Protein hasn't evolved for decades
- Protein was built for gym bros, not for everyone
- Powders are messy. Shakers are inconvenient
- Drinks are heavy and usually high on fats and calories
- People want clean, fast, effortless protein
The solution
Neo Protein Shot
Them vs. us — same 25g protein, far fewer calories and zero junk.
Why now?
Protein needs a new format
- Breakthrough in protein science — Beta Lactoglobulin (BLG)
- Early mover, premium brand positioning for young consumers
- Clear protein is gaining traction; chalky shakes are on their way out
- Convenience drives consumer decisions
- Protein needs a new format
Product & technology
Built for real life
High-leucine whey fraction, complete high-quality protein (BLG)
We built the most efficient protein delivery — custom formulation
Clarified for clean taste
Animal-free, lactose-free, yeast-fermented protein
Designed for real life — on the go, on flights, in gym bags and back pockets
Content ideas we love
Formats that work
Content examples
Spoken hooks
Lines you can steal
Tap any line to copy.
Curiosity
Problem
Relatable
Comparison
Challenge
Social Proof
Visual hooks
Open on the product
Product First
- Hold the bottle directly into the camera.
- Toss the bottle toward the camera.
- Catch the bottle one-handed.
- Pull it out of a tiny purse.
- Pull it from a suit pocket.
- Pull it from a backpack side pocket.
Motion
- Spin the cap open immediately.
- Crack the cap open close to the mic (ASMR).
- Drink within the first 2 seconds.
- Toss away a shaker bottle.
- Open the fridge and grab the shot.
- Grab it while walking.
Comparison
- Hold a huge shaker beside the shot.
- Hold six eggs beside the shot.
- Hold chicken breast beside the shot.
- Stopwatch challenge.
- Backpack weight comparison.
- Airport security tray.
Unexpected
- Drinking during a podcast.
- Drinking in an Uber.
- Drinking while boarding a plane.
- Drinking in an office meeting.
- Drinking on a treadmill.
- Drinking between meetings.
Guidelines
Do's & don'ts
Do
- Hook within the first second.
- Show the product immediately.
- Speak naturally, like recommending it to a friend.
- Keep videos between 15 and 30 seconds.
- Film in bright natural lighting.
- Use real-life environments (office, gym, kitchen, car, airport).
- Show genuine reactions.
- Focus on one benefit per video.
- End with a simple CTA ("Link's in my bio," "You need to try this," etc.).
- Make the product the hero.
- Keep editing fast with jump cuts every 1 to 3 seconds.
- Add captions (optional).
Don't
- No health claims.
- This is not a meal replacement.
- Don't sound like a commercial.
- Don't memorize a script word for word.
- Don't wait more than 2 seconds to show the product.
- Don't spend 10 seconds introducing yourself.
- Don't use corporate language.
- Don't over-explain nutrition science.
- Don't use stock-looking backgrounds.
- Don't hold the bottle below the frame.
- Don't make videos longer than necessary.
- Don't fake exaggerated reactions.
- Don't clutter the frame with unrelated products.
- Don't use heavy filters or over-produced transitions.
Claims & statements
Stay on-brand and safe
Allowed
- Talk about convenience.
- Talk about taste.
- Talk about portability.
- Talk about protein content.
- Share your honest personal experience.
- Compare it with protein shakes based on convenience or size.
Present this as your own experience, not as a medical recommendation.
Not allowed
- Medical claims.
- Weight-loss promises.
- Fat-burning claims.
- Muscle-growth guarantees.
- Disease treatment or prevention.
- Claims about hormones, blood sugar, cholesterol, or recovery.
- Statements that the product is approved or recommended by doctors unless substantiated and authorized.
Golden rule
Every video should answer one question
“Why is Neo Protein the easiest way for someone like me to get 25 grams of protein?”
You can live without AI but you can't live without Protein.
Aaki, Founder of Neo Protein