Let's Go, H20.

There was a dual challenge: build emotional brand resonance while delivering critical consumer education.

When Liquid I.V. came to us, the brand was still operating as a clinical, features-and-benefits–led organization. They knew they needed to evolve beyond functional product marketing and begin connecting with consumers at a brand level as they prepared for their first commercial.

Our team was engaged to help establish a storytelling system the brand could carry forward into future campaigns. At the same time, foundational education remained critical. Because powdered hydration was still relatively new to many consumers, education to the consumer was a huge part of it, particularly around how and where the product fit into everyday life.

Our team believed Liquid I.V. should show up in moments of play, not just performance or recovery. As Co-Director AJ put it, the brand needed to break from sports-only territory, which made play the unifying concept. This reframed hydration as fuel for forward motion in everyday life. At the same time, education remained central: consumers needed to see the product working inside real scenarios to understand its broader value.

Our team built the campaign around the north star “Fuel Your Play,” positioning the product as the connective force that powers movement across different situations. We created a visually driven system of constant motion, placing Liquid I.V. at the center of spontaneous moments from street to pool to party.

The creative and production process was tightly integrated from the start. As Co-Director Miles emphasized, bringing AJ in early as the not just the commercial director, but as the brand Creative Director, helped remove unnecessary layers that can often be in the way of great creative.

Visually, the work showed fueling as effort and progression, not just activity. As Miles explained, the skateboarding sequence was not just motion; it showed struggle, falling, and getting back up, reinforcing hydration as part of performance and persistence. This disciplined approach ensured the work stayed honest to the product’s job, the target consumer, and the brand’s price and positioning.

By pairing clear consumer education with a more dynamic, lifestyle-driven creative system, the campaign helped Liquid I.V. begin its shift from purely product marketing toward broader brand marketing. The work made the product’s role in everyday play more intuitive while positioning the brand to be culturally relevant. The campaign drove measurable impact, increasing Liquid I.V.’s brand awareness by over 30% among Gen Z and Millennial consumers and by over 40% nationally across all consumers.