In 2018 Mountain Dew introduced its newest soft drink to market, MTN Dew Ice, the venue, Super Bowl LII. The goal was to create a look and tone that communicated the excitement the brand promised. Seductive, bold, edgy and filled with energy. What is truly Dew about ice, the shards, the citrus and how do they behave? What role does the ice play within a point-of-view that's unmistakably Dew? What is a Dew Ice Point of View?... how do we see the world differently, and what's the story that drives it? I developed the visual positioning for the brand, ultimately creating a still and animated launch campaign that extended from OOH and POS all the way to digital/social adaptations for Snapchat, YouTube, Instagram and Facebook.
