Signaling a makeover of the GNC brand, the health and nutrition retailer’s spot focuses on the courage it takes to improve oneself, a task that is simple, yet awe inspiring. The spot takes us into the world of those brave enough to want to change — a scrawny teen, a one-armed drummer, and an activist, to name a few — through natural and visceral cinematography. Each setting explored has its own architecture and atmosphere, highlighting the depth of humanity in each beat of the film.

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