When Vega, a leading vegan protein brand, sought to boost its presence across key markets—Los Angeles, Colorado, and Austin—they turned to VICE Media for a campaign that would blend bold activations with a genuine connection to their health-conscious audience. Over four months, we created an experiential journey that took Vega directly to the people, leveraging their mission of strength and wellness.

With a $1 million budget and a branded sprinter van outfitted with a convertible gym, the campaign brought Vega’s energy to life. The Boulder Boulder Marathon in Colorado became a launchpad for immersive brand interactions, while pop-up events in Austin infused Vega into the heart of Texas culture. In Los Angeles, we partnered with Nike to host an exclusive camp at Goya Studios, blending fitness with the brand's ethos.

Working alongside an incredible team, I managed every detail—from event logistics to budget oversight—to ensure seamless execution. The branded sprinter van turned heads as it traveled between activations, offering attendees a one-of-a-kind fitness experience and a chance to connect with Vega’s products on a personal level.

The result? A campaign that didn’t just raise awareness but built genuine connections with a diverse audience, showing how Vega empowers strength from the inside out.