Bringing the Energy: Joy St’s Protein Puffs TVC
Anniss+Barton Deliver a High-Energy Supermarket Dance Spectacle
When Joy St set out to launch their new Protein Puffs, they needed a campaign that would stand out in the crowded snack market. The answer? An unexpected, high-energy dance spectacle set in the middle of a supermarket aisle.
ANNISS+BARTON and Gorilla Productions took on the challenge, crafting a bold, humorous, and TikTok-ready TVC that played on the idea of an energy boost so powerful, it turns everyday moments into full-blown performances.
The result? A fun, fast-paced, and highly shareable campaign that injected excitement into the healthy snacking category.
🎬 Watch the TVC here: Joy St Protein Puffs TVC
24 Days from Concept to National TV: A Production Powerhouse
One of the most remarkable achievements of this campaign was its speed and execution.
🚀 From the first client meeting to final delivery, the entire campaign - including creative development, production, post-production, and national TV rollout - was completed in under 24 days.
To put that into perspective, this TVC aired during the AFL and NRL Grand Finals—Australia’s equivalent of the Super Bowl - in record time.
This was a masterclass in seamless execution, proving that with the right team, bold creative thinking, and precision planning, anything is possible.
The Concept: Energy for Anywhere
The Joy St Protein Puffs campaign was built around a simple yet highly engaging idea:
💡 What if a snack gave you so much energy, you thought you were in a viral TikTok video?
Cue the Rybka Twins - acrobatic, high-intensity dancers—who suddenly burst into a wild, music-free dance routine in the middle of a supermarket aisle, much to the bewilderment of surrounding shoppers.
With nothing but the sound of squeaky sneakers, checkout announcements, and a confused audience, the ad plays up the absurdity of the situation before revealing the punchline: it’s the Protein Puffs.
🛒 Setting: A supermarket chip aisle, blending the mundane with the spectacular.
🎭 Tone: Playful, absurd, and TikTok-inspired.
🎶 Key Gag: The total lack of music, making the scene even funnier.
At its core, this campaign wasn’t just about advertising a snack—it was about capturing a relatable social moment, perfect for digital engagement.
The Production: Bringing the Madness to Life
This was a large-scale, high-production shoot, executed with precision and energy.
🏢 Location: A fully functional supermarket (shot overnight during the stores out of hours)
🎥 Crew: Anniss+Barton and Gorilla Productions assembled a top-tier team, including directors Anniss+Barton (Kurt Anniss & Nathan Barton), DoP Jesse Lane, and a highly experienced production crew.
🌟 Talent: Featuring the Rybka Twins, with a hilarious supporting cast of supermarket shoppers, including a confused elderly woman just trying to navigate the chaos.
💄 Styling & Wardrobe: Bold, colorful, and casual, reinforcing the lighthearted energy of the ad.
🚀 The shoot schedule was tight and packed with action, with fast-cut sequences and dynamic blocking to ensure comedic timing was spot on.
Despite the complexity of the scenes, everything ran like clockwork - thanks to meticulous planning, a highly skilled team, and an all-in commitment to making the concept shine.
The Dream Team: Full Production Credits
A campaign like this doesn’t come together without an exceptional crew and creative minds behind the scenes.
🔹 Client: JOYst (@Joystau)
🔹 Produced by: Gorilla Productions
🔹 Directed & Stills by: Kurt Anniss & Nathan Barton (@Anniss+Barton)
🔹 Creative Direction: Mike Fritz (Engine Group) – The creative genius who helped shape the concept and ensure flawless execution.
🔹 DOP: Jesse Lane
🔹 Styling: Milana de Mina
🔹 HMUA: Shev Kelly
🔹 Talent:
• Sam & Teagan (@TheRybkaTwins)
• Marz Cooper (@marzzcooper)
• Suzie Batch (@suzie.batch)
• Joanna Bakker (@jobakkss)
• Heath Campbell-Mclean (@dukeofflukes)
🔹 Gaffer: Andrew Lock
🔹 Sound: David Ross (@DavidDorianRoss)
🔹 Location Manager: Alistair Reilley
🔹 Art Dept: Jack Mansour
🔹 1st AC: Dan Stone
🔹 2nd AC: MJ James
🔹 BB/LX: Alec Barnett
🔹 LX: Louis Corvini
🔹 BTS / Extra: Oscar Munro
🔹 1st Assistant: Toshi Tanaka
🔹 Assistant/Runner: Benson Keers
Deliverables & Impact
The campaign was designed for maximum impact across multiple platforms, including traditional TV, digital, and social.
✅ 30-second hero TVC – the main spot for broadcast and online.
✅ 15-second cutdowns – optimized for social and digital placements.
✅ 6-second TikTok & social clips – punchy, fast-hitting moments perfect for short-form engagement.
✅ Behind-the-scenes content & bloopers – adding extra personality to the campaign.
🎯 Target Audience: High-energy snackers looking for healthy, protein-packed options—with a fun, modern twist.
While final campaign performance metrics are proprietary, this TVC landed Joy St firmly in the snack category conversation, making waves across social media and retail audiences alike.
Final Thoughts: Bold, Fun & Full of Life
This project was a perfect blend of creativity, humor, and high-energy performance, showing just how effective a well-executed concept can be.
🔥 Joy St Protein Puffs brought the fun, and we brought the energy to match.
From the wild supermarket choreography to the perfectly awkward comedic beats, this was an ad that turned heads and got people talking.
💡 Looking to create a campaign that cuts through the noise? Let’s talk.g your brand vision to life?
Get in touch—we’d love to create something bold for you.
📩 info@annissbarton.com.au
At Anniss+Barton, we’re committed to crafting visual narratives that spotlight the unique stories of brands and individuals alike. If you’re ready to bring your own creative vision to life, we’d love to hear from you.
📩 Ready to collaborate? email here