Since 1920, Big Soda has monopolized movie theater concessions with an illusion of choice—universal 'No Outside Drinks' policies that funnel consumers exclusively to sugar-laden sodas, made and marked-up gratuitously by only a few brands.
As creative rebellion becomes increasingly celebrated amongst online communities, consumer defiance evolves into satirical performance.
This widespread overlook grants near immunity to suspicion, effectively creating a Trojan horse opportunity.
With brand DNA that thrives on provocative communication and
subverting industry norms, Liquid Death is primed to deliver on this call to arms.
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• Attended briefing with Andy Pearson, VP of Creative at 2pm
• Identified monopoly pressure points
• Aligned on anti-establishment approach
• Defined soda consumer sentiments
• Explored and defined creative concept
• Outlined technical requirements
• Quickly aligned with new concept provided by key insight
• Abandoned safe parody concept for focus on transgression
• Expanded technical boundary from social commentary to engineering
• Mapped ideal consumer journey, merging adoption process with e-commerce
• Synchronized customization interface, options and merchandise development for fully functional digital prototype
• Integrated social sharing at key experience, e.g., birth certificate generation
• Studied sizing and material for realistic aesthetics and movement
• Selected base doll for soft textile core, then tailored and reinforced cavity for Liquid Death can dimensions
• Iterated upon rubber limb system for closure durability
Demonstrated multi-platform execution through:
• Physical prototype demonstration
• Digital platform walkthrough
• Content strategy and scalability preview
• Mockumentary-style pitch video
User-testing done live at Sprint end celebration! :)
• Attended briefing with Andy Pearson, VP of Creative at 2pm
• Identified monopoly pressure points
• Aligned on anti-establishment approach
• Defined soda consumer sentiments
• Explored and defined creative concept
• Outlined technical requirements
• Quickly aligned with new concept provided by key insight
• Abandoned safe parody concept for focus on transgression
• Expanded technical boundary from social commentary to engineering
• Mapped ideal consumer journey, merging adoption process with e-commerce
• Synchronized customization interface, options and merchandise development for fully functional digital prototype
• Integrated social sharing at key experience, e.g., birth certificate generation
• Studied sizing and material for realistic aesthetics and movement
• Selected base doll for soft textile core, then tailored and reinforced cavity for Liquid Death can dimensions
• Iterated upon rubber limb system for closure durability
Demonstrated multi-platform execution through:
• Physical prototype demonstration
• Digital platform walkthrough
• Content strategy and scalability preview
• Mockumentary-style pitch video
User-testing done live at Sprint end celebration! :)
YannaNguyen