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 having 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 smartwater in a fully integrated campaign that delivered the brand’s signature refinement with a wink, bringing to life a pairing that feels as fresh today as it did decades ago.
The Smart Collective
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.
Camila Morrone
Wisdom Kaye
Kelsey Plum
We ran a targeted OOH campaign surrounding relevant cultural moments like awards season in LA, New York Fashion Week, and the WNBA playoffs.
We also captured beautiful moving images for use in digital OOH, banners and social content.
And of course, the Smart Collective highlighted smartwater where they shine brightest.
Smartwater, now in cans.
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.
