LA X NYC
Mindy benner
Although Liquid I.V. helped define the powdered hydration space, most people still didn’t know how it worked, or when to use it. So we launched “Tear. Pour. Live More.” a global brand platform that put the consumption ritual the heart of the idea. Through a new :60 anthem film, design system, and OOH campaign, we didn’t just sell the product, we taught people how to use it.
To make hydration feel not just visible but visceral, we developed a striking new visual system that ritualized the use of the product across OOH, social, and display.
Anomaly: Lucy Logan (ACD), Erin Kaupp (CW), Jeremy Wirth (ECD)
Director: Julien & Quentin | Cinematography by Tim Lorentzen | Edited by Paul Hardcastle
VFX: Blacksmith | Editorial: Trim | Post: Epilogue | Audio: Barking Owl
