The assignment was to create an editorial advertising campaign for a company of my choice.
I created a series of three advertisements for Glacéau Smartwater. My approach to this process began with identifying key differentiators for the brand. One of those differentiators lies simply in the name of their brand. Many competitors such as Poland Springs, Deer Park, Fiji, and Evian put their focus on location, leading to very similar identities.
I decided to develop this campaign based on the Smartwater name, emphasizing that drinking the product is not just refreshing or delicious, but "smart". I started to see a visual and conceptual connection between thinking clearly and intelligently, and crystal clear, pure mineral water. This led me to the concept of "Drink Smart" a campaign in which portraits of iconic geniuses are illustrated completely out of water.
Three visually arresting images were created as a part of a compelling and unique advertising campaign for Smartwater.