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.

The cast was entirely made up of non-actors.