It Might As Well Be You — Essentia

Essentia Water - It Might As Well Be You — Strongest OOH expression of the platform line. — Strongest OOH expression of the platform line.

Selected work

08 assets

Campaign typography and portraiture in motion.

Essentia Water - It Might As Well Be You — Shows the campaign at city scale. — Shows the campaign at city scale.

Essentia Water - It Might As Well Be You — Compact proof of the red-black visual system. — Compact proof of the red-black visual system.

The full sixty-second brand anthem.

Essentia Water - It Might As Well Be You — Best human/performance expression of the overachiever idea. — Best human/performance expression of the overachiever idea.

A short campaign-system overview.

Motion proof of the campaign language.

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

Team

Featuring Patrick Mahomes, Ezinma, Danielle Guizio, Julian Rodarte.

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