Lumi Boba Gen-Z Beverage Campaign

A speculative Gen-Z beverage campaign built around surreal visual storytelling, AI-assisted video production and social-first creative direction.

THE CREATIVE CHALLENGE

How can a contemporary boba brand move beyond conventional beverage advertising and create a visual identity that feels native to Gen Z?

The challenge was to make the product itself feel like an experience—not simply another drink shown through attractive product shots.

The campaign needed to work across short-form video, typography, social content and visual branding while maintaining a recognizable product identity.

Build a visually distinctive campaign that makes the product immediately recognizable, creates curiosity within the first few seconds, and gives the brand a repeatable social content language.

I turned each flavor into a different visual reality, using surreal environments, bold typography, rapid transitions and unexpected product transformations.

The visual language was extended beyond the hero film into typography-led social assets and campaign posters.

Creative Direction — Campaign concept, visual language, art direction Video — AI-assisted production, shot design, editing, transitions Social — Campaign extensions, typography, content concepts