Spec Work • My Roles: Art Direction and Copywriting
PROBLEM
Teenage vaping is on a meteoric rise.
It's silently become a status symbol for millions of middle and high schoolers across the country. And with disposables nearly ubiquitous on college campuses, it's obvious where their cool factor comes from: older siblings.
INSIGHT
Little siblings pick up on everything their big brothers and sisters do.
Music can attract Gen Z to JUST Water in a way no other brand can: with authentic clout. The goal? Sustainability that can rebuild a mill town.
My Role: Art Direction
Lindsay Saiia, Copy • Sarah DeFlaminio, Strategy
IDEA
To keep vaping from being a hand-me-down, show how younger siblings experience it.
