frank green, Neons NPD & Campaign

A new product launch and campaign to catapult frank green (and the reusables category) into the luxury universe. How do you begin to elevate the humble reusable cup bottle and shift stuffy perceptions of the category?

The intention for this new product launch was to bring fresh new set of colours in order to engage a fashion luxury engaged audience. We drew inspiration from the cultural zeitgeist; high fashion campaigns from the likes of Off White, Prada as well as D&G who at the time were introducing pops of neon in their collections along side beauty trending neon graphic liners and treatments. The campaign direction was designed for cut through with a more elevated look and feel to speak to a new consumer; an ornate setting juxtaposed with the ultra modern looking neon collection, models styled in a luxury wardrobe to fit the vibe. The collection sold out quickly and has since become a staple in the frank green colour rotation.

My role:
- Concepting
- Art Direction