As Senior Art Director at VMLY&R, I led the creative development of Smartwater’s Summer 2023 shopper marketing program. With Zendaya as the face of the campaign, we crafted a visually striking and culturally resonant program that positioned Smartwater as the must-have accessory of the season. Designed to authentically engage consumers at key retail touchpoints, the campaign made Smartwater the brand they wanted all summer long.

The creative tapped into key passion points—travel and fashion—while tailoring messaging across Walmart, Target, Kroger, and Albertsons. Consumer insights shaped the direction:

✨ 72% are looking for ways to be more active
✨ 69% crave new adventures
✨ 68% plan to say yes to every invite this summer

POS and visual strategy brought the “Summer of Smartwater” to life at retail.