Coca-Cola tapped The Midnight Club U.S. to develop a launch campaign to bring its new sparkling, caffeinated sports drink to market — BODYARMOR Fit. To land the new product with impact, we developed a film-led campaign starring NFL Quarterback Joe Burrow, showcasing his effortless precision, discipline and everyday routines in unexpected ways that naturally put the product at the center of the story. The resulting creative rollout landed across CTV, social and digital touchpoints and created a memorable launch moment for BODYARMOR Fit.