Summer Drink Launch Campaign Creative Direction

I led the creative direction for the launch campaign of a new summery drink, strategically targeting millennial and Gen Z consumers. To create a visually compelling and trend-driven campaign, I incorporated contemporary design elements, including the use of isometric angles in photography, 3D animation and ASMR content, both of which were key visual trends of the year. Given the seasonal focus, I filled the campaign with summer references—vibrant colours, sun-kissed imagery, and refreshing visuals—that evoked the essence of the season, making the product both enticing and relatable. As the creative lead, I oversaw all aspects of the campaign’s visual identity. This included designing the overall graphic style, creating detailed storyboards for video content and the product photoshoot, and developing teasers to build excitement prior to the launch, ensuring that all visual assets aligned with the campaign's cohesive summer theme. The campaign was highly successful, resonating strongly with the target audience and driving product engagement. Due to its success, this campaign became the template and design reference for subsequent limited-edition flavour launches over the following years.