Launching Project Sierra for Bare Performance Nutrition

Creating World-Class Brand Content for Bare Performance Nutrition

Bare Performance Nutrition is a supplement brand known for fueling some of the most ambitious endurance athletes out there. And for one of their most ambitious product releases to date, an innovative pre-workout supplement called G.1.M Sport+, they needed to pull out all the stops. This wasn’t just about teasing a product launch; it was about making a brand statement.

From the first frame, the campaign felt fast, focused, and alive. Every beat of the edit, every rush of air across the lens, pulled viewers into the mindset of endurance… before they even knew what the product was.

To achieve that sense of kinetic precision, filmmaker Landry Castillo and the BPN team turned to the tools that make motion feel intentional. With Lens Distortions® music and Sound Design Tracks™, the visuals didn’t just move fast, they carried weight. Each impact, each pulse, each breath of space worked in concert to build anticipation around a product launch that blurred the line between film and brand story.

What followed wasn’t just a reveal, it was proof that clarity and craft can hit harder than spectacle.

“I wanted people to see and feel the product without knowing exactly what it was we were releasing.”

What was your first instinct when you heard about this project? Visually, what did you know it needed to feel like?

From the jump, Jordan Utter laid a great foundation for what we wanted this rollout to look and feel like. Our tagline for this product was “The Future of Endurance.” The direction was that we wanted it to feel fast and ethereal, almost simulating the effects that a product with caffeine and nootropics would give you. We also concealed the name of the actual product until the date of launch. Our code for it was Project Serra. So we also wanted it to feel very cryptic and secretive up until the launch date, where we were very clear about what the product was. Pre-launch we wanted to build the momentum of people asking what this product was, but also knowing what it could be based on the visuals we provided to give that fast and dialed in feeling to the consumer.

When you sat down to plan the shoot, what elements were non-negotiable for capturing the right tone?

When it came to planning out the launch for Nick Bare’s content, some non-negotiables were making sure we got a ton of b-roll of the environment moving at a fast pace, as well as a faster run workout.

We had a clear direction mapped out to how we could hide the product and keep it cryptic, but getting those shots of Nick running fast and being able to make the viewer feel that in the edit were crucial. We also shot in two different environments (trail run and road run) at sunrise, which was something I thought was very important to capture the feel of an early morning run with a more “dialed in” tone.

I wanted that sun to be peaking through as we were getting the product shots, and to get some silhouettes with the sun behind Nick.

I wanted people to see and feel the product without knowing exactly what it was we were releasing.

Was there a moment on set where you felt, “This is the shot that’s going to define Sierra”?

Project Sierra was the code for the product that we were hiding. That product is G.1.M Sport+. There were some shots we got of the environment where we were driving in an ATV and shooting on a wide lens that really felt like you were moving at a super high rate of speed. I felt like those were the shots that really added a ton to this project and helped showcase the feeling you get from taking G.1.M Sport +. Originally, those were just some pick-up shots I wasn’t sure if I was going to use. But they became some of my favorites once I got back to the edit. Sometimes in the moment, the shots I get that blow me away don’t actually end up becoming my favorite in the end. When I get back to the edit and review the footage, I end up finding shots I like even more.

How did you balance the polish of a product launch with the raw, authentic style that Nick’s audience expects?

For this rollout, we knew that we had to stay cryptic in the beginning and didn’t want to release the name until the date of launch so we decided to go very hidden and feel driven on Instagram but on the day of launch release a YouTube video that went very in depth to what the product actually was.

Nick has built his whole company on storytelling on YouTube, so when it comes to being authentic with the audience, he is very good about using and speaking about the products while integrating into his everyday life. He uses these products before every run and workout so why not show it? We rarely stage or set up a shot of him mixing products, we just capture the real moments of him going about his routine, and that is what I think is special about how we share our products through his channel.

What were you aiming to evoke when you sat down with the edit?

I wanted people to know what it feels like to use G.1.M Sport+ before ever getting their hands on it. I wanted them to know something special was coming and that it could shift the trajectory of how people fuel in the endurance space.

Fast, focused, and adrenaline were the words I wrote down in the pre-production for this project. That’s what I wanted people to feel. I also just wanted there to be interest in a “secret” product. Not revealing to much but also understanding something new and big was coming.

How did Lens Distortions® music and Sound Design Tracks™ help you find that emotional throughline?

Originally, I wasn’t sure what direction I wanted to take this video with sound design and music tracks. I decided that I was going to strip all the natural audio and try to sound design everything from start to finish.

Lens Distortions® made that process almost seamless. As I browsed through SFX I used, I was easily able to find sounds that complement each other. The way they have everything curated allowed me to keep the sound design very focused and cohesive throughout the video.

I also knew I didn’t want a track that would take you away from the visuals but I wanted something that builds and is subtle. The stems that Lens Distortions offers helped me find the right one that fit the emotion and feeling of this video project. It was super seamless and made this project flow exactly how I envisioned it.

“Lens Distortions made that process almost seamless.”

When you reach for tools and partners like Lens Distortions®, what are you really looking for?

I am looking for a reliable source that doesn’t take me completely out of my edit.

I think having a wide variety is great, and it helps you find your tone, but if it takes forever, then it becomes a burden, not an aid. I have spent countless hours searching for music tracks or SFX on other platforms only to get back to the edit and have to spend a good amount of time refreshing myself on where I left off.

Lens Distortions has the right mix of focus and variety in their catalog to make sure I can quickly find the right music and effects to keep my edit moving along.

You can see more of Landry Castillos’s work for BPN on their YouTube channel or on Instagram at @landry_castillo.