Our launch spot was a special glimpse into the real life roles of fitness guru, Kirsten Ferguson. She’s a Peloton trainer, life coach, and mom of two energetic and lively girls; I had the distinct honor of walking through a day-in-her-life capturing the many facets of her entrepreneurial lifestyle and the critical role Drip Drop plays in her day.
Next, we set off for San Francisco where we met global humanitarian and field worker, Dr. Eduardo Dolhun. He shared his compelling story of lifesaving missions work abroad where people needed lifesaving hydration, immediately, prompting him to formulate the fastest possible ORS hydrator, Drip Drop. Content coming soon
DripDrop® is fast rehydration that transcends other electrolyte drinks. Our approach was to authentically capture real People on a Mission - people who live life with intention and recognize that proper hydration is essential to perform at their best. Our campaign featured a fitness guru, the inventor of Drip Drop, etc.
3 :30s pieces of original content + Cutdowns featuring Kirsten Ferguson, Peloton instructor; Dr. Eduardo Dolhun, inventor of Drip Drop (content coming soon); Brand Manifesto featuring people on a mission using Drip Drop to help them hydrate when fast hydration is needed most (content coming soon).
To build the energy and drive an adrenaline-pumping, pulse-quickening tempo in our spots, we created an energetic, percussive, bass-heavy hip-hop beat that's unique to DripDrop. As a bonus, we employed a drip mnemonic device into and throughout the score that was reinforced whenever the beat dropped.
Drip Drop Packaging
Drip Drop Zero Sugar Packaging
Drip Drop
Gotta Have My Drip | 2024
Creative Direction
Art Direction
Copywriting
Photography
Editing
Music Composition
Wardrobing
Longform Branded Content
Shortform Branded Content
Group Creative Director: Wisdom Sewell
Director: ShaBiron Shockley
DP: Kevin Spence
Executive Producer: Snake Roth
ACD Copywriter: Kenneth Dalrymple
Photography: Parish Lewis
Livingston, NJ
San Francisco, CA
In this concept, my Creative Direction, storytelling, and music composition launched Drip Drop’s rebrand from a mobile-first approach with energetic, authentic spots featuring momprenuer and Peloton instructor, Kirsten Ferguson; philanthropic mission-worker and product inventor, Dr. Dolhun; and other high-performing people on their own personal missions benefiting from fast hydration when and where they need it most.