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Campaign · Activation

Liquid I.V.

Summer Drops

Hydration, dropped from the sky.

Liquid I.V. - Summer Hydration Drop — Immediate product behavior and campaign color.
Immediate product behavior and campaign color.

Selected work

07 assets
A short launch tease for the Prime Day activation.
Liquid I.V. - Summer Hydration Drop — Human summer context for the activation.
Human summer context for the activation.
Liquid I.V. - Summer Hydration Drop — The Prime Air stunt made visible.
The Prime Air stunt made visible.
Liquid I.V. - Summer Hydration Drop — Packaging/commerce surface proof.
Packaging/commerce surface proof.
The full thirty-second campaign film.
Liquid I.V. - Summer Hydration Drop — Activation environment proof.
Activation environment proof.
Small existing motion asset for web use.

Project Overview

Prime Day rewards spectacle. So for the launch of Liquid I.V.'s Amazon Exclusive Sugar-Free Variety Pack, we built one — and made it unmistakably Liquid I.V.

Using Amazon Prime Air, we created a first-of-its-kind branded drone delivery, surprising customers with the new pack and capturing their genuine reactions as multi-platform content.

Around it ran a celebrity-hosted Amazon Live event, custom delivery boxes, an Alexa homepage takeover, and a dedicated hydration deals page — an immersive brand experience built to own Prime Day rather than participate in it.

Client
Liquid I.V.
Year
2024
Role
Creative Director

Agency / Studio

Amazon Brand Innovation Lab

Team

  • Eddie Camacho
  • Victoria Spagnuolo
  • Joseph Dasaro
  • Robert Suta
  • Rad Olievschi
  • Andrew Haynes