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 bring this to life, we established a visual approach that was bold yet still had a quiet confidence. We even captured everyone facing right–a subtle position towards their future. The work turned out feeling completely different from the light and airy water category.

Our cast included real people actively pursuing their goals: from NFL MVP, Patrick Mahomes, to an aspiring musician and runner.

Several online films were copy-driven and touched on the spectrum of things we experience while pursuing our goals. The lines focused on activities in food, sports, art and entrepreneurship.

We also placed contextual headlines in specific neighborhoods of Chicago, NYC, DC and LA. Each line spoke directly to the motivated commuters of that area.