My Hydro Program Launch

When Hydro Flask revolutionized the hydration industry by offering the first customizable stainless steel water bottle, we were tasked with bringing this one-of-a-kind program to life. Leading the creative effort behind the launch, I worked closely with the client and a team of freelancers to give My Hydro a look and feel, a personality, and a message that is "Uniquely You."

This was a large, multi-faceted program launch with many different touch points. I set the stage by partnering with a logo designer to develop a logo and branding for the campaign based on the concept of "Uniquely You," and from there I was able to bring the rest of the program to life. I concepted several different creative and photographic treatments for the launch, including the "Up Close and Personal" concept (shown below), playing off of the contrast between impactful black and white portraiture and the bold colorful nature of the My Hydro bottles.

While the concept was strong, in the end we opted to utilize product photography and lifestyle shots to keep the project under budget. I planned and art directed a photo shoot to capture lifestyle assets for the launch; designed an e-commerce microsite meant to inspire the consumer and guide them through the process of choosing 1 of 183,456 unique combinations; concepted and art directed a product video meant to educate people about how My Hydro works; and executed various other collateral for the campaign such as product hangtags, a PR lookbook, paid social advertising creative and email blasts.