THE PROJECT:

Zero-calorie alternatives to soda are popular with the fashion-minded, but differentiation is challenging in this competitive category. Crystal Light turned to my group in search of a creatively disruptive execution to set their Crystal Light Liquid product apart. We created a three custom print ads paired with an interactive experience launched from your smart phone. Image recognition technology enabled readers to scan the black-and-white still life of-the-moment accessories and see them spring to life in color, paired with editorial-style trend tips. Client provided ads also were rendered in black-and-white to encourage engagement to unlock the colors of various featured flavors.

MY ROLE:

Lead team and project from pre-sale to production. Approved all UX, layouts and tech previews. 

THE TEAM:

Art Director: Renee Rupcich, Senior Designer: Mark Rolli, Designer: Jonny Haring