I developed and designed a concept campaign White Claw in response to a brief that called for showing the energy of a gathering without depicting large groups of people, while still heroing the product.

Drawing on the suggestiveness and immediacy of photography, I used bold composition and high-saturation colour to evoke youth culture, fun, and togetherness.

The result was a dynamic visual direction that communicated social energy through mood, movement, and product presence rather than crowds. I developed a full print and digital campaign to demonstrate how the concept could flex across channels, creating a cohesive and contemporary creative platform for the brand.