04–2019
ESSENTIA WATER

Essentia Water’s first national campaign is a call to get up, get out and finally go do that thing you really want to do. To express this, we created work that was visually bold, empowering yet still had a quiet confidence. We even captured everyone facing right–a subtle position towards their bright future. The campaign turned out feeling completely different from the airy water category.





Our casting actually included people actively pursuing their goals. From NFL MVP, Patrick Mahomes, to an aspiring musician still trying to get gigs. It didn’t matter which stage in the process you were in.




YOU CAN BE WHO YOU WANT TO BE. YOU JUST HAVE TO GIVE YOURSELF PERMISSION.

Alessandro Michele




Several online films were led by supers that touched on the big and little things we experience while pursuing our ‘thing.’ These films focused on industries like art, food, sports and entrepreneurship.




We also created contextual OOH in different cities like Chicago, NYC, DC and LA.





I DON’T KNOW WHERE I’M GOING. BUT I PROMISE YOU IT WON’T BE BORING.

David Bowie