Executions

01 — Brand Film Concept: "The Odour Test"

30-second spot. Clinical setting. White room, white coats, separate research subjects.

A subject is seated in a plain white room. A researcher fits them with noise-cancelling headphones and a blindfold. The subject — visibly athletic, clearly someone who takes their training seriously — shifts slightly in the chair. A second subject, also blindfolded, sits nearby.

A researcher holds a sensor toward the second subject. A title card appears: Subject A has just farted. The researcher checks the sensor near Subject B, notes something on a clipboard, and asks Subject B: "Do you smell anything?" Subject B shakes their head. The researcher makes another note. Cut to product shot. Voiceover, completely level:

Bonne Air. Farts are natural. The odour is optional.

AbsorbX Odour-Neutralizing Formula. Take daily. Train freely.

02 — OOH / Gym Poster Series

Posters in gym changing rooms and supplement retailers. Direct, a little cheeky.

"Farts are always funny. Now they don't have to be smelly."

"Smelt it. Dealt with it."

"Protein builds muscle. It also builds a case for Bonne Air."

"Built for athletes who eat like athletes."

03 — Product Page Copy

Website product description. Informative and direct.

Bonne Air AbsorbX Formula

Building muscle requires sustained, high protein intake. The digestive process produces gas as a natural byproduct — and at training volumes, that gas comes with an odour that no amount of dedication makes easier to justify in public.

Bonne Air's AbsorbX formula works at the enzymatic level to neutralize odour-causing compounds produced during protein digestion, without affecting gut motility or nutrient absorption. The flatulence remains. The odour does not.

Take one capsule with your largest protein meal of the day.

Developed by Dr. Marcus Holt, PhD Biochemistry. Co-formulated with Claire Holt, RD.

30-day supply. Unflavoured. Stacks with everything. NSF Certified.

04 — Founder Interview: A Conversation with Dr. Marcus Holt

Brand editorial. Website or fitness publication format.

How did Bonne Air start?

"I was training seriously, eating the way you have to eat, and I kept thinking: this is a biochemical problem with a biochemical solution. Nobody had gone looking for it because nobody wanted to be the one who looked. I decided to be that person."

There's a story about how you met Claire — I have to ask.

"I was stretching after a session. Child's pose. Next to the most beautiful woman in the gym. I was working up the courage to say something when my pre-workout shake came back to haunt me. It was — and I want to be precise here — extraordinarily bad. The guy doing an overhead press at the rack beside us nearly dropped the bar. I was prepared to never return to that gym, that neighbourhood, possibly that city. She laughed, introduced herself, said she was a registered nutritionist and had spent fifteen years thinking about exactly this kind of thing. I asked her to dinner. We've been together ever since."

And the company came out of that first conversation?

"Not at all. For the first year it was just a running joke between us — we started logging our meals against what I can only describe as qualitative output data. Protein source, quantity, timing, and then — rigorously, scientifically — odour intensity and what Claire called 'social radius.' We had a rating system. Her notation was more precise than mine, which tells you everything about who the better scientist is. At some point we noticed patterns. Certain protein sources at certain volumes produced consistently worse odour. We started cross-referencing with the literature on intestinal enzymatic activity, sulfur-compound metabolism, that sort of thing. There was a night — we'd been dating about fourteen months — where Claire looked up from her laptop and said: 'I think there's actually something here.' I told her she was out of her mind. She was right, as usual. We filed the first provisional patent eighteen months later. AbsorbX targets the enzymatic pathway responsible for hydrogen sulfide production during protein catabolism. The mechanism was hiding in plain sight. Nobody had looked because nobody wanted to be the one looking. We were already used to that."

Who is Bonne Air for?

"Anyone who trains seriously and also exists in the world. Which, it turns out, is most people."