Michelle Obama is the co-founder and strategic partner of Plezi, a low sugar hydration and fizz drink. Plezi’s newest product, Hydration, partners with Stephen Curry. 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 the characters and bright color palette in a bold and energetic way that felt authentic to our target. Incorporating dark shadows helps ground the bright colors and character designs were used as “easter eggs” within the visuals such as on clothing, 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 and Photography / Production: Breakfast for Dinner
Agency: Havas, Chicago