PlayHydrate

Role
Creative Director

Challenge
An unknown hydration brand in a category dominated by sugar-heavy giants.

Response/Idea
I turned sugar into the enemy.

Instead of selling performance, I exposed the cost of it. Inspired by 80s anti-drug campaigns, we created documentary-style films with former athletes now living with Type 2 diabetes, telling the truth about years of consuming sugary sports drinks.

Outcome
The work drove a significant lift in awareness, premiered on Sports Center in the USA, and was awarded 4 stars by David Reviews giving PlayHydrate a clear challenger position in the category.