Project Scope: Art Direction, Copywriting, Campaign Strategy
Tools Used: Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Figma
Collaborators: Jae Garcia, Madi Fujawa, Farrah Nobles, Caitlin Corkran, Colin Morris
Contribution: Can Packaging, Coaster Designs

Overview: Spindrift is a sparkling water company that incorporates real fruit juice into all of their beverages. The campaign is centered on how Spindrift can create an optimal Dry January experience.
Approach: The campaign aimed to provide an elevated drinking experience that would make Dry January feel as though it was not a sacrifice and just as enjoyable, if not more so. This concept was called “The Happier Hour” to emphasize that idea. The direction is a spin on the traditional New Year’s celebration aesthetic by incorporating elements of the 1920’s Art Deco style as well as flash photography to align the Dry January campaign with the time of year it takes place. The result is an elegant and sophisticated visual outcome that reflects the target demographic and enhances the experience of having a mocktail.
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