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Huel

The Brief

With over 200 million meals sold globally since launch, Huel is one of the fastest-growing British e-commerce brands. Building on a legacy of strong digital performance and being mindful of its loyal community of “Hueligans”, the brief was to elevate production value and reach new audiences with a premium brand proposition.

This marked Huel’s first move into TV, requiring a truly multi-channel approach. MnD Studio was tasked with creating a 90” brand overview film for YouTube, alongside a 30” TVC that delivered clear messaging without sacrificing style. All content needed to work seamlessly across broadcast, YouTube and social platforms, with full versioning for both UK and US audiences.

Creative & Production

The creative approach brought the product to the forefront, capturing it up close and in ways a traditional kit couldn’t achieve. Using a mix of probe and periscope lenses, every shot of the 30” TVC showcased Huel in vivid detail.

To position the product as the centre of each character’s universe, we partnered with Feral Equipment to build a custom camera rig. Dynamic pacing and seamless transitions were achieved through match cuts and considered editing, allowing the voiceover to deliver dense messaging without compromising flow and energy.

Beyond the hero films, the production was designed to maximise output, delivering a versatile suite of assets for digital and CTV use across multiple markets.

Deliverables

  • 2 x 90” brand overview film for YouTube (16:9)
  • 2 x 30” broadcast quality TVC (16:9)
  • 2 x 20” cutdowns for YouTube pre-roll & VOD (16:9)
  • 35 x 5-15” video assets for digital and CTV (16:9)