![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/b0e716ba-c0bc-4276-835f-9791894ffa19_rw_1920.png?h=d6fc03d17ffa9cb2ea51ae3ddb4fbfd0)
![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/31b0e94a-57c8-4aeb-bb75-78e480c007ee_rw_1920.png?h=4f3dfd690286145895bb825e840c4314)
![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/f93008cd-22e3-4b13-ba1c-4dc15fecf49d_rw_600.png?h=a328169185b317b9c1cf4a229bec3aa5)
![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/a2cfcb11-46e3-432b-bbe0-42ce7d066feb_rw_1920.png?h=464f8e70545c1c6a6260f742a12a6a9a)
Ad Agency: DDB
Production: Hostage Films
![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/7660e245-cdff-42e1-aaa2-d5a4c8e05e93_rw_1920.png?h=08a494bbf936df77763c10602bc447a1)
![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/cab8bfa8-ea85-4352-b729-5b37902f8a5d_rw_1920.png?h=13a19d4b5208ab82c0975d26c8360ecb)
:15 digital campaign featuring a remix of Def Leppard's 'Pour Some Sugar on Me'
![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/1cdc864f-405b-4806-956b-91b1ba2f7fc6_rw_1920.png?h=efcd7c9a1c14e867d13b279d1b512eac)
Filmmaker: Will Kindrick
PR Agency: Edelman
Production: Art Class
![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/1b92b0ae-1ece-4086-9940-7dce20135f04_rw_1200.png?h=60b95b0bbacd3c88ff5069fe7b01f141)
![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/e7531aa2-d638-422a-9910-7c3910ee079d_rw_1920.png?h=db12858c41df3821930cf8e9d3c45928)
![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/8a6212bf-aaa5-4e1a-a53c-c0c3f84b0355_rw_1920.png?h=17c40a2adc13f90f49e5501ab444541a)
![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/6a7b08f2-bacd-4daa-9c1c-cc8cce42c8b4_rw_1920.png?h=bd68e051179c03ec10e84495d5215ea2)
Event Production: Track
![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/391ad3ba-e039-47e7-a72d-2cff3f70869e_rw_1200.png?h=e301b46eac6c3b3fca9a263ce4b19c81)
![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/75087623-e7b1-4128-979d-dad0ba8ce299_rw_1200.png?h=f4e8bfe08d2f669eec41b39480fc573c)
![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/c3e764e3-e718-4000-89f6-ed01bc94e434_rw_1200.png?h=ba278ae34319eda0fcfddee5e5f8f01b)
![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/a791bf31-e078-417f-bdbd-cd9a583d026e_rw_3840.png?h=51cd03308e346fdba8cd16fd63810aee)
![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/b5da7b7e-5bc7-4b2a-940a-c77743216cd9_rw_3840.png?h=fdce252d56881947adb4a727d19beee3)
![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/1c173114-602d-4a96-a1d9-7e588383907c_rw_1920.png?h=ef229c7f103d1004e18a3f6b40fa15fa)
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![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/90701388-8a9d-445f-bfc8-335d95701f7a_rw_3840.png?h=19b7a2e1976bacec03417e6c781e8a91)
![](https://cdn.myportfolio.com/7b702c8e-6cb2-477e-a521-f4aa42c5d019/f92fb365-eb08-4102-8dd8-e9079d10f42f_rw_1920.png?h=725b2e40eed8b302e3352cade4960cc1)
Pure Leaf's core SKUs were made up primarily of sweetened flavors highlighting a gap in the portfolio. In April 2022 we launched Lower Sugar, a big-bet innovation to address the growing consumer need of wanting to reduce sugar intake without sacrificing great taste. The creative needed to adhere to the master brand look & feel, but still stand-out from the rest of the portfolio. Below is a visual walk-through of how we tackled each touchpoint of the campaign. Role: Packaging Design & Production, Key Visual Exploration & Photo Shoot Creative Lead, Retail Ideation, Art Director of TVC, Storyboarding Sequence/Set/Prop Guidance, OOH Adaptation, TikTok Art Direction, Mailer Design, Creative Director of Pop-Up
:15 digital campaign featuring a remix of Def Leppard's 'Pour Some Sugar on Me'