Client
Sparkling Ice
Industry
Food & Beverage
Partner
RTO+P
(01)
Project overview.
Sparkling Ice did not want to blend in with the quiet, minimal world of sparkling waters. Anything But Subtle was built to do the opposite. The campaign turned big flavor into a loud, unapologetic visual world built on smashed fruit, bright color, and bold compositions that felt as punchy as the product itself.
I was part of the core creative team that helped define the early look and feel, shaping how the idea showed up across film, out of home, retail, and digital.
(02)
Challenge.
The team needed a campaign platform that could work everywhere: broadcast, social, in store, email, OOH, and live activations. It had to be bold enough to stand out in a crowded category, but simple enough to flex across a lot of formats and flavor launches.
Working with other art directors and copywriters, I helped bring the Anything But Subtle platform to life through visual territory, layout, and storytelling. A big part of that was the Flavor Lab work, where we introduced a Chief Flavor Officer character played by Annie Murphy for a series of thirty second spots. I helped guide how that world looked on screen by building keyframes and visual direction that tied character, product, and flavor moments together in a way that felt fun, a little chaotic, and still very much Sparkling Ice.
(03)
Result.
Anything But Subtle gave Sparkling Ice a campaign that people could instantly recognize. From OOH and in store displays to digital video, email, social, and activations, the brand lived in one bold, color driven world that made flavor the hero.
The work pushed Sparkling Ice away from the safe, stripped back look that most of the category leans on and into something louder and more memorable. It created a flexible platform the team could keep stretching into new flavors, formats, and moments without losing the core personality.
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