Liquid I.V.
Real People, Real Hydration
Liquid I.V., known for its hydrating electrolyte mixes, continuously engages with customer feedback. One of the most requested product updates was a sugar-free alternative that maintained the same great taste and hydration benefits. In response, Liquid I.V. launched its Sugar-Free line. The brand wanted to announce this launch in a way that felt authentic, transparent, and community-driven, proving that customer feedback directly influenced the product’s development
Role: Video Production, Art Direction, Storyboarding, Edits Supervisor
Objective
Liquid I.V. needed a social-first digital campaign that highlighted the flavor, transparency, and efficacy of its Sugar-Free products while staying true to its loyal customer base. The goal was to create a content series that showcased real people, not models, to establish trust and make the campaign feel relatable. By featuring real Liquid I.V. customers, we aimed to debunk misconceptions about sugar-free products—especially concerns about taste—while reinforcing Liquid I.V. as a go-to hydration solution
-
Content Strategy & Production
Developed the shoot’s creative details and props, sourced location, secured talent contracts, and managed the overall production schedule
-
Customer Casting & Coordination
Identified and onboarded real Liquid I.V. users, ensuring diverse representation and genuine testimonials about the Sugar-Free product
-
On-Set Production & Oversight
Directed the shoot to capture authentic, unscripted reactions, ensuring a seamless experience for talent while maintaining brand messaging
-
Post-Production & Content Delivery
Managed the editing process, refined storytelling elements, and oversaw final asset delivery for social media distribution
Results
Delivered 10+ high-performing Instagram Reels featuring real customers sharing their unfiltered opinions
This campaign successfully transformed customer feedback into an impactful storytelling moment, proving that hydration can be both effective and delicious - without the sugar
Increased audience trust by authentically representing their community, reinforcing Liquid I.V.’s transparency and commitment to customer feedback