Every good project needs a North Star. Something clear and compelling for both the brand and the creatives to align around.

For our latest campaign with Protein Works , launching their new Creatine 360 supplement, that north star was repositioning the product as a seamless part of a broader holistic wellness routine.

At McGill Productions, we find the north star for every project through something we call a ‘Truth Hunt’: a deep dive into what matters most at the intersection of brand, customer, and culture.

Completing a Truth Hunt means condensing all the pains, goals, and trends identified in collaboration with the client across the three layers into one simple sentence, a core truth, that we share across our teams.

Here’s a behind-the-scenes video breaking down how the Truth Hunt provided direction for the Creatine 360 campaign, as well as the Genesis hydration drink