YoPRO, a high-protein skyr yogurt aimed at athletes of all levels, needed a launch campaign that positioned the product as a serious performance companion without alienating everyday consumers.

The creative approach used a first-person point-of-view video style that put the athlete at the centre, making the viewer feel like the subject of the story. The campaign covered multiple sports and contexts, with a dedicated hockey-focused OLV produced to support YoPRO's partnership with the Montreal Canadiens. The result was a launch that felt energetic, inclusive, and grounded in how real athletes actually train.