Davina McCall and Joe Marler Do the Talking in Protein Chat for Ancient + Brave

Ancient + Brave has launched its first protein product with a social-first campaign starring Davina McCall andJoe Marler, produced by Lowkey Films. The conversation led films centre on the pair candidly sharing their perspectives on health and wellbeing.

B Corp certified production company Lowkey Films collaborated with leading collagen brand Ancient + Brave, known for its commitment to real, whole-food ingredients. The partnership continues Lowkey Films’ authenticity led approach to branded storytelling, grounded in honest and meaningful connection.

Through a transparent and collaborative approach, Lowkey delivered two hero campaigns alongside a host of social-first assets - over 30 individual deliverables across three aspect ratios - all captured within a single shoot day.

Inspired by the 'When Harry Met Sally' interview format, the team at Lowkey developed a creative approach that allowed the talent to lead the discussion. By stepping back and letting the conversation unfold naturally, the films foreground the talents' personal stories, creating space for genuine audience engagement. It was important for this campaign to lean away from the earnest comms A+B have become known for, and lean into the comedy/light heartedness that recent ambassador Joe Marler brings.

What begins as a relaxed, wellness chat gradually deepens, as Davina and Joe reflect on their motivations for staying well: having the energy and strength to fully show up for the moments that matter most to them. Candid cutaways and playful outtakes offer audiences a glimpse into their natural rapport which underscores the campaign.

Through light direction and a deliberate leaning into the brand ambassadors’ conversation, the production was able to blend entertainment with endorsement, quietly reflecting the brand’s emphasis on reliability and authenticity. Executive producer Jamie Gamache explained, “It was about letting Davina and Joe take the lead and allowing their personalities, quirks and chemistry to do the work.”

Davina, long known for her active, health-conscious lifestyle, is a natural fit for the brand. Whilst Joe's down-to-earth persona and athletic background make him a credible and relatable voice within the campaign. His deadpan humour offers the perfect counterpoint to Davina’s vitality, creating an effortless on-screen dynamic.