Michelle Obama is the co-founder and strategic partner of Plezi, a low sugar hydration and fizz drink. Partnering with Stephen Curry, they are on a mission to drive change in the food and beverage industry. Using the pre-existing bottle design, I led the creation of the overall brand visual identity as well as the art direction of product and model photography. The target age changed mid-project so the challenge was to use characters and bright colors in a bold and energetic way that felt age-appropriate. Incorporating darker shadows helped ground the bright colors and character designs were used as “easter eggs” within the visuals such as on clothing or as patches and stickers.

Role: Head of Design and Art Direction of model / product photography
ECD : Jeff Beck Sr Designer: Korey Adams Designer: Alejandro Rea Producer : Jason Georgen
Photography / Production: Breakfast for Dinner
Agency: Havas, Chicago