Background: 

When Herbalife signed a five-year partnership with global football icon Cristiano Ronaldo, they wanted a product launch that would match the ambition and visibility of the sponsorship. We partnered closely with the Herbalife team to build a long-term brand communication strategy and co-create a new product line with Ronaldo—from naming and packaging design to a year-long content strategy built around his global influence.

Scope & Impact: 

I led the creative development from end to end, including a large-scale video and photo shoot in Madrid with over 300 crew members. Working behind the camera, I directed each scene to ensure we captured Ronaldo’s performance and presence in a way that felt both aspirational and authentic. We commissioned a custom soundtrack, produced content for ten different markets and languages, and built a full campaign toolkit for global rollout across broadcast, social, and retail. 

Herbalife was able to leverage their sponsorship with Ronaldo in a more powerful, impactful way, catapulting the success of their new CR7 Drive product. This was also one of the most fulfilling and complex projects of my career—blending strategy, storytelling, and hands-on creative direction at the highest level of visibility and collaboration.

CLIENT: Herbalife
AGENCY: SGK Anthem Worldwide