Sprite
Sprite wants to be about it. Not just talk about it. As one of the creative leads in Coca-Cola's social center, I helped them do that.
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Role: Creative Director, Creative Lead
The intermission that the Covid-19 pandemic forced upon the world was tough for most brands, no doubt. Fortunately, with the creation of Sprite Way, we had a community of creators to invest in and come back strong with.
After months of highlighting them in TV commercials, connecting them through Slack and connecting them with the education and resources they need, we were finally able to make our entrance back to social. So we picked back up where we left off: with a playlist.
The Playlist
Our analytics and relationships with our creators told us that our audience was using creation as a way to cope with the craziness of 2020. So we gave our artists a platform to express their feelings of anxiety, self-care, love and even rage with a playlist on Spotify and Youtube. Enter Coping Season
The Co-sign
With the playlist out, we wanted to continue our brand behavior of putting these creators on by getting their music in front of people in the industry that could help take them to the next level. Instead of going with music industry A&R’s, we chose to stay true to the platform and go with widely respected Youtube creators Dead End Hip Hop.
The Tour
As the finale to our Coping Season campaign, we created a virtual tour to be able to continue to put our artists on stages.
But putting them on stages provided a particular challenge in 2020. Not only was there a pandemic that made it impossible for musicians to perform their music, but the venues that would support smaller artists like ours were starting to close in large numbers. So with these virtual performances, we got some of our artists back on a stage for the first time in months, gave donations to struggling independent venues, and to help us produce these performances, hired black-owned production companies around the country.
The community driven approach that we started with Sprite Way carried through to the launch of the new Sprite Ginger flavor. We got to promote the collab of Sprite and Ginger-ale by collabing with nine up-and-coming designers.
This is Sprite’s first real foray into fashion, so we worked with Jeff Staple to add credibility, mentor our designers, and crowdsource the last designer for the collection through Instagram.
Role: Creative Lead, Art Director, Editor
DP: Brendan Ek
Photography: Ryan Chun
Sprite Cranberry is the favorite time of the year for our social audience. They make countless memes, profess their love for the flavor, and even make their own social media accounts in honor of Cran. But in 2019, Sprite changed the flavor to be “Winter Spiced”. We knew that our social audience wouldn’t be happy about the change to their precious Sprite Cranberry, so we created a custom hotline for them to hear about the new flavor, listen to Big Baby Dram, and leave voicemails to air their grievances.
Overall, we received over 4,000 calls and 1,500 voicemails from people who wanted to engage with us about the new flavor.
Everyone knows Sprite for their iconic green and yellow brand. So what better way to tip our hat to LeBron becoming a Laker than by subbing out Sprite’s iconic green for Laker’s purple. For one day only, Sprite went from green and yellow, to purple and yellow. We changed everything that our social audience would see: profile photos, header images, social content, and the cherry on top, the Sprite can itself. This resulted in thousands of comments requesting the can, cheering LeBron, and ultimately a Cease & Desist from the NBA.
Role: Creative Lead, Art Director
We know that sneakers are a passion point for our audience. But during the summer, that means standing in hot, sweaty lines for hours at a time in the hopes of copping a rare release. That gives us an opportunity to naturally enter conversations on social as the remedy to cut through the heat during this key moment. Enter the Sprite Sneaker Drop. When the latest Yeezy Boost dropped, we dropped the ice cold refreshment only Sprite can bring. As a follow up, we will work with a social product fulfillment service like Fooji to deliver Sprite to teens stuck in sneaker lines no matter where they are.
Role: Creative Lead, Editor.
On social, we created episodic content for Instagram, Instagram Stories, and Twitter.
The only thing colder than Sprite Cranberry for our audience around the holidays is 2 Chainz’s Dabbin Santa sweatshirt. So we brought the two together for the coldest collab of the season.
Role: Creative Lead
All you need for a crisp, refreshing summer is an ice cold Sprite.
Role: Art Director
For the 2018 Summer Sprite campaign, we were tasked with launching the concept of “fresh faces” to the world.
Role: Art Director, Content Creator
Ramped up our level of community engagement by providing our community managers with dynamic content to interact on a 1:1 level with our audience.
To activate on the moment of prom in a relevant way, we took Sprite artist Kamaiyah to her old high school and iced out their prom. Food trucks, 3D photo booth, and a live performance from Kamaiyah with YG that generated great engagement on social.
Role: Creative lead, Art Director
I art directed the creative for the Summer Sprite 2017 campaign with artists Vince Staples, Lil Yachty, DRAM, Vic Mensa, Kamaiyah, and Kap G.
Role: Art Director
Photographer: Kevin Oh
Producer: Braden Wambach
I art directed and created the social media content for Sprite during their summer-long concert series with Complex. For the Chicago concert, I spearheaded a Twitter moment that involved the coordination of tweeting relevant content from Vic Mensa, Kap G, Complex, and Sprite
Role: Art Director, Content Creator
Behind the scenes video showing the creation of Sprite's "Sprite Sized Endorsers" that drove the creative for the summer campaign.
We took this figurine concept and ran with it; extending it to real-time moments like the BET Music Awards and numerous Complex concerts by using Twitter moments and Instagram stories.
I art directed and created the social media content for Sprite at the 2017 BET Awards in Los Angeles. This involved working with a select few of their six summer artists: Vince Staples, Lil Yachty, Big Baby DRAM, and Kap G.
