Play Hydrate Launch Campaign (US)

Credit: Creative Partner & Art director

I led the creative direction and art direction for Play Hydrate, a sugar-free sports drink entering the US market massively outspent by the category giants and with near-zero awareness. Our strategy was to flip the category logic: if performance is the promise, then sugar is the compromise the thing quietly working against sport. To make that real, we built the campaign around true stories from people who loved training but had their performance derailed by diabetes, grounding the message in lived experience rather than brand hype.

I helped shape the narrative and copy, and set a stark black-and-white visual world to give the work weight and seriousness positioning sugar as the enemy, and Play Hydrate as the cleaner alternative for athletes who take performance personally