Art Direction, Key Visual Design, Shopper Marketing
Summer 2023 Campaign featuring Lil Nas X
Brief:
At VMLY&R, Vitaminwater set out to launch its Summer ’23 campaign featuring Lil Nas X—requiring bold, culturally relevant visuals that could live across brand and shopper environments. The creative needed to capture summer energy while maintaining Vitaminwater’s playful, high-impact brand language.
Concept:
The visual approach leaned into vibrancy, confidence, and pop-forward expression—reflecting both the brand’s irreverent tone and Lil Nas X’s larger-than-life persona. The goal was to create adaptable hero visuals that could translate seamlessly from campaign storytelling to in-store moments.
Execution:
I worked as part of the creative team to develop key visuals for the campaign, contributing to layout, composition, and brand alignment across multiple executions. In addition, I created shopper marketing mockups for various in-store scenarios, ensuring the visuals maintained impact and clarity across real-world retail environments.
Impact:
The work supported a cohesive summer campaign across brand and shopper touchpoints, reinforcing Vitaminwater’s presence both on-screen and at point of purchase.