smartwater: Smart by Design
As creative director, I led the smartwater account as we built a brand known for how it tastes into a symbol of good taste. Our work for 2025 ranged from celebrity TV spots and global OOH to high fashion shoots, social storytelling, and new product launches that each reinforced smartwater as more than just hydration, but a lifestyle rooted in intelligence and taste.
Jennifer Aniston x smartwater
A return to an icon and an evolution of one. We reunited Jennifer Aniston with the brand in a global television, OOH, digital and print campaign that reintroduced smartwater’s signature wit and restraint, positioning it as a timeless classic that feels as fresh as it did decades ago.
The Smart Collective
Where intelligence meets influence. We brought together a new generation of smartwater ambassadors—fashion influencer Wisdom Kaye, actress Camila Morrone and WNBA star Kelsey Plum—to embody smart living across fashion, film and sports. Shot by Gray Sorrenti, this campaign fused luxury editorial imagery with relatable social-first storytelling.
smartwater in Cans
Design that speaks for itself. To debut smartwater’s new aluminum can, we launched bold OOH and digital creative celebrating form and function. A sleek new expression of smart design that reinforces smartwater as a badge of good taste.