SlimFast taps Bayonet for latest campaign

SlimFast has partnered with full-service production studio Bayonet and post-production house Chop Shop on its latest campaign, The Easy Way, which highlights the brand’s protein-forward nutrition for busy, on-the-go lifestyles.

Collaborating directly with SlimFast’s internal creative team, Bayonet brought the spot to life by delivering both the lifestyle and tabletop components of the work under one production roof. The campaign follows a woman balancing everyday life while maintaining her health goals, highlighting how SlimFast supports her with easy, protein-forward nutrition that suits her on-the-go lifestyle, culminating in the tagline: “Slim Better, Slim Strong, SlimFast.”

Matt Thompson, Creative Director at SlimFast, says working with Bayonet and Chop Shop felt like an extension of the brand’s internal team, citing their collaborative approach from kickoff to final delivery and their ability to balance high-level creative thinking with corporate stakeholder alignment. 

“We wanted the spot to feel constantly in motion – just like the lives SlimFast is designed for,” explains Andrew P. Quinn, Director, Bayonet. “Using Steadicam and a tightly planned animatic allowed us to create something that feels effortless on screen while being incredibly precise behind the scenes. It was all about giving the brand a modern, energetic rhythm without losing authenticity.”

Kevin Grazioli, Executive Producer at Bayonet and Chop Shop, describes SlimFast as a “dream partner”, noting that the project moved from script to final delivery in just five weeks. Grazioli credits the compressed timeline to clear communication, shared creative momentum and trust across all teams involved.