Ice cream that has protein.Not protein pretending to be ice cream.
A launch determined to prove the point, and defy a category that said it couldn't be done.
I wrote the manifesto the brand grew from.
Ice cream that has protein. Not protein pretending to be ice cream. Quiet confidence, the kind that comes with knowing you're good and not needing anyone to say it first. Derrick Rose. Lexus. New Balance. Unmistakably premium, doesn't need to shout. You either notice or you don't. Most people notice.
no sad scoops
Opened the launch on muscle memory, feeling before the purchase.
A coming-soon carousel opened it, a weekly feed ran the feeling out, and the paid film pushed it. Organic and paid, one launch.
The system that won't let a wrong post ship.
I built the gates. The model can't reliably spell, so the type keeps garbling: it doubles, breaks, drops out. Software I wrote catches every bad frame before a person looks, and the drafts that fail become the signal that trains the next one. Watch one post worked until the label is right.
01flat, early
02type doubled
03type soft
04no headline
05type broken
06no headline
07no headline
shippedreal vector label · this ranThe label is never generated from text. A real vector composite anchors it, or it doesn't ship.
this creative: 7 rejected, 1 shippedI built the gates, and the loop that trains them. Every keep, kill and star the team logs moves the next generation closer, and the real cutout, never a prompt, keeps the cup right.
I help across the events, too, not just the launch.
Beyond the feed, I take the brand into the real world. Helping Hoops x Serving Scoops, the Charity Shootout on 11 and 12 July: teased across the feed, lived on the court.
