White Claw

I lead the design on the White Claw global account pitch win, working with our New York office to deliver a new look and feel across all new international campaigns.

Adobe Photoshop • Adobe Illustrator • Adobe After Effects

Below are the initial 3x proposed pitch concepts, and how they would animate on digital platforms like Social Media and DOOH. ‘Always Be Refreshing’ was the first route that used an animated shoreline to constantly refresh the content between product and lifestyle photography. ‘Bring It’ was the second route where I brought to life White Claw’s iconic wave in the form of forever looping cinemagraphs. Lastly, the chosen concept ‘Bring The Wave’, where a crashing wave would mask across the content like a shoreline, continuously refreshing the content.

Below are the first series of DOOH animations to go live in the new look and feel introducing new Pineapple and Iced Tea flavours.

The new template allows us to dynamically adapt the content depending on the message or season. In this example we ran a winter campaign, changed the water wave to a snow wave and placed the cans in a snowy environment.

I designed the ‘REFRSHR’ logo and packaging that features across the White Claw REFRSHR Lemonade range. The idea was to punch in and take tight crops of the lines found within the waves of the White Claw logo and position them to create an energetic and abstract appearance that would differentiate itself from their normal range.