Case Study
Building a winning formula
In just over a year, Krissy Cela transformed Promix from a steady-growing supplement brand into a powerhouse that doubled its annual revenue. Appointed as Global Creative Director, Krissy led a complete brand revitalisation, launching 11 targeted campaigns including the record-breaking Beauty Elixir and athlete-focused initiatives. Her creative direction and strategic oversight helped position Promix for its $70M acquisition in early 2025.
The challenge
Promix had been operating for about seven years, experiencing steady growth while developing some of the highest-quality supplements focused on wellness and proper nutrition. Believing it was time to take the company to the next level—through expanded production, refined brand strategy, and increased revenue with the goal of attracting large-scale investors—the founders initiated a series of discussions over two months. Ultimately, they appointed Krissy as the brand’s Global Creative Director and halo talent, entrusting her with oversight of everything from production to the development of the sponsorship roster.
The end result
In late 2023, I met Co-Founder Devon Lévesque by chance in LA. We immediately aligned—shared values, a vision for community, and a relentless drive to scale the brand. Devon and Albert soon offered me the Creative Director role, with a clear mission: revamp and elevate Promix, and tell its story with authenticity and purpose.
We launched 2024 with the Promix “Reintroduction” campaign, shot at the NJ ranch, followed by ten product-focused campaigns—including Peach Debloat, Mango Pre-Workout, Watermelon Electrolytes, and the Athlete Stories series. I led the internal creative team to bring a cohesive vision to life across every touchpoint.
In total: 11 successful campaigns in under a year
These strategic brand moves helped position Promix for its $70M acquisition in January 2025.
Campaigns Directed
- CAMPAIGN 1: Promix Re-introduction
- CAMPAIGN 2: Krissy Cela’s Beauty Elixir
- CAMPAIGN 3: Kelly Mathews Pre-Workout Re-introduction
- CAMPAIGN 4: Mango Pre-Workout
- CAMPAIGN 5: Debloat (Peach)
- CAMPAIGN 6: Promix Athletes Shoot
- CAMPAIGN 7: Rebrand Shoot – All Products, New Website Assets, Brand Look & Feel
- CAMPAIGN 8: 30-Day to Debloat – Variety Pack
- CAMPAIGN 9: Watermelon Electrolytes
- CAMPAIGN 10: Blood Flow
- CAMPAIGN 11: Show Me Your Athlete Stack
