Carving the vision of a 75 year old brand on social and bringing in nostalgia to reposition Tropicana as the drink that has been on the family’s table since the beginning.
Role
Art Director/ Content Creator
Agency
Dentsu Creative
Team
Andrew Gonzalez / CD
Makena Boling / CW
Kamryn Owens / CC & AD
Skills
Building brand identity
Executing aesthetic montages
Drink making and party setup
Brand activations
Creative directing
Photography
Avant Ski
Avant Ski was an influencer ski trip that flipped the usual après-ski narrative, placing Tropicana in the morning before the first run. Instead of focusing on the party after, we built the experience around breakfast-table nostalgia - positioning Tropicana as the ritual that starts the day.
I led creative from idea to final edit - directing, shooting (35mm film, camcorder, DSLR), and producing all assets myself. I also gave influencers disposable cameras to document the trip in their own way, adding a lo-fi, lived-in layer that made the content feel real.
Media Placement
Photos shown in 16 media placements, with 1.49B total potential impressions.
Featured in: People, Us Weekly, Page Six, Star Magazine
Montages
Ideated, directed, shot, and edited by me.
Recipes
Ideated, directed, shot, and edited by me.