In 2021, tasked with what was essentially a half-step rebrand as a new e-commerce site for Flow needed to be launched in concert with a celebrity campaign, our pared-down Covid-team-of-two followed the best research we had—focus group feedback. We heard our customers when they told us Flow's opaque paperboard tetrapaks were still a barrier for their understanding of how Flow Alkaline Spring Water might look, taste, and feel, so we decided all aesthetic decisions going forward should reflect those aspects of our product. Hard-lined, color-field illustrations were replaced with fluid, organic shapes and glowing gradients. The same gradients were applied to our photography, and we incorporated water into shoots as much as possible, adding splashes, waves, even projecting water textures onto our models' skin. The goal for all shoots, editing, and original graphic work was to feel bright, fresh, flowy, and clean- just like Flow Alkaline Spring Water.
Additionally, our 2021 Beautiful, Inside and Out campaign launched in the spring of 2021, with collaborators Halle Berry, Shawn Mendes, Russell Westbrook, Paloma Elsesser, Taboo, and Hannah Bronfman. For this project, I was involved from the point of inception with high-level visual direction down to costume and set considerations, directed photo shoots on-set and over zoom (covid-dependent), and helped direct the retouch and final products- a suite of photography and video like the one below.
