Sugar Studios LA completed a social media campaign for Ladder perfect protein powder and clean energy booster supplements starring celebrity founders Arnold Schwarzenegger, LeBron James, DJ Khaled, Cindy Crawford and Lindsey Vonn. The playful ad campaign focuses on social media, foregoing the usual TV commercial push and pitching the protein powder directly to consumers.
One spot shows Arnold in the gym annoyed by a noisy dude on the phone, prompting him to turn up his workout soundtrack. Then DJ Khaled is scratching encouragement for LeBron’s workout until Arnold drowns them out with his own personal live oompah band.
The ads were produced and directed by longtime Schwarzenegger collaborator Peter Grigsby, while Sugar Studios’ editor Nico Alba (Chevrolet, Ferrari, Morongo Casino, Mattel) cut the project using Adobe Premiere. When asked about using random spot lengths, as opposed to traditional :15s, :30s, and :60s, Alba explains, “Because it’s social media, we’re not always bound to those segments of time anymore. Basically, it’s ‘find the story,’ and because there are no rules, it makes the storytelling more fun. It’s a process of honing everything down without losing the rhythm or the message and maintaining a nice flow.”
“Peter Grigsby requested a skilled big-brand commercial editor on this campaign,” Reed says. “Nico was the perfect fit to create that rhythm and flow that only a seasoned commercial editor could bring to the table.”
“We needed a heavy-weight gym ambience to set the stage,” says Alba, who worked closely with sound design/mixers Bret Mazur and Troy Ambroff to complement his editing. “It starts out with a barrage of noisy talking and sounds that really irritate Arnold, setting up the dueling music playlists and the sonic payoff.”
The audio team mixed and created sound design with Avid Pro tools Ultimate. Audio plugins called on include Waves Mercury bundle,, DTS Surround tools and iZotope RX7 Advanced.
The Sugar team also created a cinematic look to the spots, thanks to colorist Bruce Bolden, who called on Blackmagic DaVinci Resolve and a Sony BVM OLED monitor. “He’s a veteran feature film colorist,” says Reed, “so he often brings that sensibility to advertising spots as well, meaning rich blacks and nice, even color palettes.”
Storage used at the studio is Avid Nexis and Facilis Terrablock.