With upcoming summer heat waves in the west coast, me and my partner found ourselves reminding to drink more water to our friend group. So I joked around with the fact that if I would get hired by Liquid Death I would make and ad campaign that would remind people to drink more water in a funny way. My friends laughed and said they would love to see what I come up with.
The Problem
I drafted this idea based on Liquid Death irreverent brand tone, the purpose behind the use of the F word, is for the viewer to stop and think about this situation, that way the message has a key component that would make the viewer react to the ad, therefore remembering the message behind the ad campaign because it was funny.
The Why
I wanted to produce and ad campaign that would prove my skills working with very strict brand guidelines and brand tone, perfectly timed with the brand’s product promotions since it was summer time and Liquid Death was heavily promoting their water products. Working different roles within this project like Creative Director, project management planning producer skills, video editing and motion graphic design. Owning the entire process from concept work to script writing, from filming production to post production.
The Solution
An ad campaign with a purpose, a clear message aligned with the brand’s visual guidelines and tone. So well aligned with the brand, that the actual Creative Director saw it on Linkedin and reacted to it saying he loved it. A creative way to stop the famous death scroll and stand out within social media. Proving that a brand’s identity, character and tone has a lot more importance than we may think. Character and creativity is the new way into turning a company into a brand by appealing to the demographic’s lifestyle.