Essentia WaterIt Might As Well Be You
A brand campaign connecting Essentia’s process of transformation with the resilience and ambition of everyday overachievers.
Role: Senior Art Director
Year: 2019
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Essentia’s ionization process became a metaphor for overachievement. “It Might As Well Be You” paired a 60-second anthem with Patrick Mahomes, bold photography, and more than 130 outdoor placements, positioning the brand as fuel for people pursuing ambitious goals.
We introduced bold, stylized photography and a more iconic bottle lockup to reinforce the brand's distinctive character. Every visual element was crafted to exude confidence and aspiration. We plastered this new look and message across more than 130 OOH placements in key markets, ensuring our empowering message reached far and wide.
Credits
Agency: Droga5
Executive Creative Director: Alexander Nowak
Creative Director: Marybeth Ledesma
Copywriter: Jordan Dodson
Head of Production: Mike Hasinoff
Production: Prettybird
Director: Matt Lambert
Director of Photography: Rina Yang
Editor: Mikkel Nielsen
Scope
Brand positioning
Strategic direction
Integrated campaign
Creative / Art direction
Video production
Campaign photography