BRANDING / PHOTOGRAPHY / LAYOUT DESIGN
FALL 2025
PROJECT OVERVIEW
For this project, I was tasked to follow a creative brief to create a holiday campaign for Liquid Death. The focus for the campaign was to disrupt the traditional holiday tropes, which is what I aimed to do. I created the campaign and photoshoot guidelines, a website splash page mockup, social media post mockups and a collaboration with a different brand and its brand activation mockups.
IDEATION
The creative brief was titled: "Slay The Holidays", with a goal to market the brand's two holiday flavors, Severed Lime and Cherry Obituary. For this campaign concept, I wanted to depict a messy christmas party gone wrong. Spilled drinks, scattered decor, murder weapons - everything you need! This campaign concept stays true to Liquid Death’s brand values and aesthetic while expanding its humor in a photographic way, since their promotional videos are already strong.
Liquid Death Splash Page
Liquid Death Social Media Posts
Social Posts for the Scream 7 Collaboration
PROCESS
For my process, I began with a few mood boards but I struggled with pinpointing the exact look I wanted. Pictured below are the first steps I took, being my first moodboard and an example of Liquid Death's current branding. I knew I wanted a disorganized party scene but it still had to fit in with Liquid Death's current branding, which led me to scale things back.
First Mood Board for the Holiday Campaign
Current Branding for Liquid Death
Since I have experience in a studio setting, I took it upon myself to take the photos myself, which included setting up the scenes, adjusting the lighting and editing them afterwards. I find this process to be easier for me since I can control the look of each asset at every step of the way.
One of the cons of taking my own pictures is that I found certain inconsistencies after I took the majority of my pictures. Lighting issues, decor in the way, or details not being consistent throughout all the final images were all found in one photo to the next. My proficiency in Lightroom, Illustrator and Photoshop helped me in making sure I corrected those mistakes before I presented the final product.
Overall, I am really proud of what I was able to accomplish within the parameters of the assignment. It showed that I can express my vision through limitations, something I struggled with finding the balance with for years.
