Elite athletes are under constant pressure to push themselves beyond their limits.


Powerbar is driven by the same pressure – the pressure to fuel athletes to do the impossible. That’s no easy task, but PowerBar wanted to infuse its brand ethos into a one-minute film that would feature the endurance sports that make up a triathlon.




Most of us have no idea what we’re capable of.


Rather than depict the competition itself, we worked with agency OIC to develop a visual story focused on how athletes test their limits during training. This included no ordinary casting call. We brought elite runners, cyclists and world-class amputee marathoner and triathlete, Amy Palmiero-Winters to the picture. If anyone knows how to push themselves beyond their limits, it’s Amy. With the right ingredients in place, the final film showed we’re all stronger than we think.