WATERLOO SPARKLING WATER
Waterloo champions their motto Water Down Nothing — but needed the brand language, voice, and platform to live up to it.
We built the Waterloo brand world — defining a distinct point of view, crafting a confident tone of voice, and shaping a visual identity designed to stand out in a saturated category. Then we brought it to life everywhere that mattered: from product launches and nationwide campaign moments to everyday plays that keep fans engaged.
In summer 2025, Waterloo unveiled their biggest partnership yet: a summer flavor collection with the Mayor of Flavortown — Guy Fieri. We gave it a roll out that transported fans to Flavortown, from teasers to a flavor-forward photoshoot, social-friendly content with Guy, and an activation that brought a giant can cruiser to the streets of NYC.
I provided end-to-end creative direction, from concepting executions and narratives to directing, shooting, editing, and copywriting.
Creative direction for the guy fieri LTO product shoot
Maximalist, surreal, and mouthwatering, it was a top performer on social and helped redefine the brand’s approach to showcasing taste appeal.
Street interview with Guy at the NYC activation
Concepted, scripted, directed, and shot by me.
Launch photography
Directed and shot by me. This one in particular has the honor of being the client’s all-time favorite brand image…to date.
Illustrated assets for social
Inspired by the flavors’ illustrated packaging, these assets were co-concepted and co-directed, written by me.
For Waterloo’s Fall 2024 campaign around gathering season, I concepted and directed a photoshoot that reinforced the brand’s photographic language, producing a library of social assets with copy that spoke to the brand’s community-centric values.
And yes, I made a cameo in some of the shots #diversity
I also helped bring the brand to life during smaller but still meaningful moments — from music festivals to stock-up occasions and strategic partnerships — ensuring Waterloo showed up with the same energy, no matter the scale.
I directed and shot a series of low-lift, high-impact grocery store shoots that encapsulated the brand’s vibrant, dynamic, off-kilter energy.
For the 2025 Governor’s Ball I concepted, directed, and shot a Finish the Lyric street interview reel.
A lo-fi reel to announce Waterloo’s partnership with Madison Square Garden and the NY Rangers.