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Carrie Underwood and James Harden Bring 'More to the Day' for BODYARMOR LYTE in Motivational Campaign

EP+Co's first fully-integrated national campaign for the sports drink brand will also kick-off a fitness challenge between other BODYARMOR LYTE ambassadors

Carrie Underwood and James Harden Bring 'More to the Day' for BODYARMOR LYTE in Motivational Campaign

EP+Co is kicking-off 2021 with a new partnership with premium sports drink, BODYARMOR LYTE. The agency is teaming up with the brand to launch a national campaign featuring Carrie Underwood and James Harden. This is the first fully-integrated campaign for BODYARMOR LYTE.

The agency began work with BODYARMOR LYTE in 2020, creating, developing and producing a national campaign - launching today - across national broadcast, digital and social. The campaign also will kick-off a fitness challenge between other BODYARMOR LYTE ambassadors.

“BODYARMOR LYTE is a really unique brand and we wanted to create a campaign that was both authentic to their product yet really resonated with the core of their audience. But, at the same time it was important for the work to feel real; speak to their audience in a real way and showcase the personality of the brand,” said John Cornette, executive creative director and director of innovation at EP+Co. “Carrie and James represent everything the BODYARMOR brand is about and they are the perfect partners to help bring the campaign to life.”

This campaign is the agency’s first official project with BODYARMOR LYTE.

Featured Companies: Station Film

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VP of Brand Marketing: Michael Fine

VP, Brand Strategy and Creative: Kristen Rumble

VP, Sports and Entertainment Marketing: Tara Piper

Creative Director: Brian Ford

Brand Manager: Lindsay Schumacher

Creative Production Manager: Kyle Ramsey

Production Manager: Kendyl English

Entertainment Partnerships, Associate Manager: Alexandra Karras


Agency: EP+Co

President / Chief Creative Officer: Con Williamson

EVP, Executive Creative Director: John Cornette

Associate Creative Directors: Will Isom and Tim Kang

SVP, Director of Content Production: Danny Miller

VP, Executive Content Producer: Charlotte Stirrup

Chief Customer Officer: Kat Shafer

Account Supervisor: Mary Smolen

Account Manager: Libby Johnson

VP, Business Affairs Manager: Jeff Fischer


Production Company: Station Film

Shoot Locations: Nashville, TN and Los Angeles, CA

Director: Sarah Chatfield

DP: Michael Stine

Executive Producer: Michelle Towse / Caroline Gibney

Line Producer: Daniela Huml


Editorial: EP+Co

Editor: Mah Ferraz

Assistant Editor: Charles Hull

Animation: Co

Colorist: Houmam Abdallah

VFX: Sastre VFX

Music and Sound

Music and Sound Design: Jolin Ras

Audio Post Company: Sonic Union

Audio Engineer: Michael Marinelli

Category: Energy Drinks , Soft Drinks