Creative studio The Southern Influence (TSI) recently partnered with AminoLean to launch the latest special edition flavor “Berry Alixer,” partnering with TikTok star Alix Earle, whose social media presence has exploded with over eight million combined Instagram and TikTok followers. Her role as an influencer for fellow young college students makes her the perfect rep for the pre-workout and energy drink brand.
TSI’s creative studio handled all concepting, creative, pre-pro, production and post for the project. “Having attended the University of Miami, Alix’s vibe is intrinsically “Miami” – and with Aminolean being based there, it was a perfect jumping-off point for the campaign,” says TSI Director and Photographer Chris Olfers. “We worked with the City of Miami Beach to secure a permit to photograph Alix at South Beach’s colorful, iconic art deco lifeguard towers. I used direct flash and natural light at dawn to give it an early 2000s retro feel – just like many elements of her socials.” TSI Director of Photography Brian Pfaff extended this look by shooting some of the video vignettes using a 90's JVC Handycam.
The result is a striking combination of still images and video on Alix Earle’s Tik Tok page and AminoLean’s webpage and social media highlighting the sweet berry drink that helps power people through workouts with vegan aminos and biotin to support hair, skin and nails. “Since the campaign started AminoLean can’t keep the product in stock,” adds TSI Founder/Creative Director Arielle Olfers. “They came to us for all the right reasons. We know how to put together a nimble production team with high production values to take advantage of a timely collaboration from start to finish. Alix is an insanely charismatic lifestyle influencer. She has a way of making her followers feel like a BFF, bringing you into her life.”
About AminoLean
AminoLean is a product of RSP Nutrition, offering clean, innovative nutritional products for active people, busy professionals and fitness enthusiasts. Founded in 2008 by Victor Davanzo, RSP’s mission is to inspire everyone to become their best selves. RSP accomplishes this by creating products that are convenient, effective, easy to understand, and use only clean, proven ingredients.
About The Southern Influence
TSI’s mission to intentionally blur the line between PR and commercial production, bonding audiences and brands with dynamic stories and content experiences, in digital and IRL. We tell stories you can’t ignore. Learn more: www.thesoutherninfluence.com and www.instagram.com/thesoutherninfluence
Credits
Chris Olfers – Director and photographer
Brian Pfaff – Director of Photography + Editor
Arielle Olfers – Creative director
Danielle & Alix – Wardrobe styling
Kristina Kitchen – Prop stylist
Yizhak Musa – Hair and makeup
Luca Szalmas – Retouching
