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Brand Campaign

Essentia

It Might As Well Be You

The water for the people who can't sit still.

Three Essentia billboards displaying It Might As Well Be You.
It Might As Well Be You, across three billboards.

Selected work

08 assets
Campaign typography and portraiture in motion.
An Essentia campaign billboard covering the side of a building.
The campaign at city scale.
A grid of red-and-black Essentia campaign images and bottle lockups.
Campaign photography, typography, and the bottle lockup.
The full sixty-second brand anthem.
A violinist performing against a red campaign background.
A violinist in the campaign’s signature red.
A short campaign-system overview.
The campaign’s graphic language in motion.

Project Overview

In a category competing on origin stories and pseudoscience, Essentia needed an emotional position only it could own.

We found it in the ionization process itself — water put through something to come out better — and drew the parallel to the people who do the same to themselves. That became "It Might As Well Be You," a platform built to power the resilience of overachievers.

The campaign ran as a 60-second anthem, partnerships with high-profile overachievers including Patrick Mahomes, and a suite of digital, social, and OOH. We refreshed the visual identity with bold, stylized photography and a more iconic bottle lockup, then put the new look across more than 130 out-of-home placements in key markets.

Client
Essentia
Year
2019
Role
Senior Art Director

Agency / Studio

Droga5

Directed by

Matt Lambert / Prettybird

Featuring

Patrick Mahomes, Ezinma, Danielle Guizio, Julian Rodarte

Team

  • Rina Yang
  • Mikkel Nielsen
  • Alexander Nowak
  • Marybeth Ledesma
  • Jordan Dodson
  • Mike Hasinoff