Trend‑driven summer campaign for the launch of a new seasonal drink
Seasonal Beverage Launch · Creative Direction
Client: Herbalife
Role: Creative Direction & Campaign Design
Goal: Create a fresh, trend‑driven launch that resonated strongly with millennial and Gen Z audiences
Scope: Creative direction, campaign concept, storyboards, photoshoot direction, 3D animation, ASMR video content, social media assets, teasers
Creative Direction | Campaign Design | Product Launch | Animation | Social Media | Graphic Design
The challenge
The client was launching a new seasonal drink and wanted to reach consumers in their twenties and early thirties with a campaign that felt fun, current and visually memorable. To stand out in a crowded category, the visuals needed to follow key digital trends of the year while keeping the final look cohesive and unmistakably summery.
My approach
I built the campaign around a bright and playful creative direction inspired by summer. To keep the visuals relevant and engaging for younger audiences, I incorporated design trends that were performing well on social media at the time. These included isometric photography angles, 3D animation and ASMR‑style sound and motion cues.
I led the creative process from concept to delivery. This included developing detailed storyboards for video content, planning the product photoshoot and designing teasers that introduced the seasonal mood before the full reveal. All elements were designed with a clear colour palette, warm lighting cues and fresh visual textures that reinforced the summer theme.
The work
The launch campaign combined seasonal energy with trend‑driven visuals:
Full campaign concept tailored to millennial and Gen Z audiences
Storyboards for videos, animations and product photography
3D animated elements that highlighted freshness and movement
ASMR‑inspired content for reels, stories and short‑form videos
Social media assets including posts, teasers and motion‑friendly layouts
Print and digital materials for internal and external promotion
A summer focused visual language built with vibrant colours and sunlit imagery
Everything was designed to feel light, fun and refreshing, both visually and emotionally.
The outcome
The campaign connected strongly with its target audience and drove high engagement from the first day of promotion. The new drink quickly gained traction and the fresh, trend‑driven creative direction became the reference for all limited‑edition flavour launches in the following years. The combination of animation, ASMR cues and bright seasonal visuals gave the brand a clear and memorable look that performed well across channels.
