Unhinged Launches With Open Casting Call: Everyone Unhinged Enough to Audition Gets Cast

NEW YORK, NY, October 1, 2026 (EZ Newswire) -- Unhinged, the new protein + caffeine bar built for people who are always on the go, officially launches today with its debut brand campaign, an open casting call for anyone unhinged enough to audition.

The campaign marks the brand's first official work and its launch into the market. The bar is available now on Amazon, on TikTok Shop, and at alwaysunhinged.com.

Casting the Customer

"The Unhinged Casting Call" invites real people to submit the ways life asks them to keep going: a backflip, a job quit on a whim, a HYROX finished before 5pm on a workday. No models, athletes, or influencers required. The prize is the chance to become the face of Unhinged.

The twist: everyone who's unhinged enough to audition gets cast. Shot in a deliberately raw, anti-advertising studio style, the campaign becomes a rolling series called Portraits of the Unhinged, featuring individual films and stills of real, and really Unhinged, brand ambassadors. New content will drop throughout the year, culminating in a launch film that brings the entire roster together for the first time.

The Slash

Running through the campaign is a visual device pulled from the product's packaging: the slash. It's a nod to the brand's ethos of keep going, doing it all, being it all. In the work, the slash strings together the full range of who someone is: a Libra / an aspiring sommelier / works in finance / a skateboarder. It also appears in the submissions themselves: a backflip / a job quit on a whim / a HYROX finished before 5pm on a workday. One small mark holds together everyone's whole, unhinged self.

Unhinged Co-Founder Byron Sorrells said, “This campaign was possible because we set out to build a brand that reflects how our days actually look and feel. We're all spinning a lot of plates, unhinged in our own ways. That's what the slash is. You're a lot of things at once and you don't have to pick one. The Circle brought it to life and we can all see ourselves in the work.”

"The worst thing you could do for a brand literally called 'Unhinged' is go the traditional route," said Jeph Burton, Creative Director and co-founder of The Circle. "So we channeled the energy of a bar that itself had to be two things at once, both protein and caffeine, just to keep up in today's world, and held a casting call for everyone who was also asked to be more than one thing, too."

"The Unhinged Casting Call was stripped all the way back, avoiding layers that felt contrived, to make it about the reality of the cast, the humor in the relatable awkwardness, and treated the product less like product, and more like an accessory to the crime," said Hunter Hampton, Creative Director and Co-Founder of The Circle.

A Challenger Brand Introduces Itself

Instead of casting a spokesperson, Unhinged is casting its actual customer base, and treating the willingness to show up for the whole audition as a statement in its own right. The campaign ladders directly into the launch product: an 11g+ protein, 75mg natural caffeine bar chef-crafted by CIA-trained Chief Product Officer Chef Matt Paine, and into the brand's broader positioning around fueling people going after big things, in whatever form that takes.

Creative Debut for The Circle

The campaign is the creative debut of Jeph Burton and Hunter Hampton as Co-Founders of The Circle, the agency the former Johannes Leonardo executive creative directors launched after a decade behind some of adidas' most awarded work, including collaborations with Oasis, Samuel L. Jackson, and Jude Bellingham. The Circle is built around what Burton and Hampton call "cultural gravity," the idea that advertising should draw audiences in rather than interrupt them. With Unhinged, as with the rest of their early work, the goal is a brand with a voice and momentum entirely its own.

For more on the campaign, visit the campaign site.

About Unhinged

Unhinged is a protein + caffeine bar built for people who don't separate their gym life from their grind life. Each bar delivers 11g of protein and 75mg of natural caffeine and was chef-crafted by CIA-trained Chief Product Officer Chef Matt Paine. Unhinged is available on Amazon, TikTok Shop, and at alwaysunhinged.com.

About The Circle

The Circle is an agency focused on lifestyle, fashion, sport, and entertainment, co-founded in 2026 by Jeph Burton and Hunter Hampton, former executive creative directors at Johannes Leonardo. The agency is built around the idea of "cultural gravity."

Media Contact

hello@alwaysunhinged.com