Since 1920, Big Soda has monopolized movie theater concessions with an illusion of choice—universal 'No Outside Drinks' policies that funnel consumers exclusively to sugar-laden sodas, made and marked-up gratuitously by only a few brands.
As creative rebellion becomes increasingly celebrated amongst online communities, consumer defiance evolves into satirical performance.
This widespread overlook grants near immunity to suspicion, effectively creating a Trojan horse opportunity.
With brand DNA that thrives on provocative appeal (eg. the Pit Diaper, (pictured) and
subverting industry norms, Liquid Death is primed to deliver on this call to arms.
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• Attended briefing with Andy Pearson, VP of Creative at 2pm
• Identified monopoly pressure points
• Aligned on anti-establishment approach
• Defined soda consumer sentiments
• Explored and defined creative concept
• Outlined technical requirements
• Quickly aligned with new concept provided by key insight
• Abandoned safe parody concept for focus on transgression
• Expanded technical boundary from social commentary to engineering
• Mapped ideal consumer journey, merging adoption process with e-commerce
• Synchronized customization interface, options and merchandise development for fully functional digital prototype
• Integrated social sharing at key experience, e.g., birth certificate generation
• Studied sizing and material for realistic aesthetics and movement
• Selected base doll for soft textile core, then tailored and reinforced cavity for Liquid Death can dimensions
• Iterated upon rubber limb system for closure durability
Demonstrated multi-platform execution through:
• Physical prototype demonstration
• Digital platform walkthrough
• Content strategy and scalability preview
• Mockumentary-style pitch video
User-testing done live at Sprint end celebration! :)
• Attended briefing with Andy Pearson, VP of Creative at 2pm
• Identified monopoly pressure points
• Aligned on anti-establishment approach
• Defined soda consumer sentiments
• Explored and defined creative concept
• Outlined technical requirements
• Quickly aligned with new concept provided by key insight
• Abandoned safe parody concept for focus on transgression
• Expanded technical boundary from social commentary to engineering
• Mapped ideal consumer journey, merging adoption process with e-commerce
• Synchronized customization interface, options and merchandise development for fully functional digital prototype
• Integrated social sharing at key experience, e.g., birth certificate generation
• Studied sizing and material for realistic aesthetics and movement
• Selected base doll for soft textile core, then tailored and reinforced cavity for Liquid Death can dimensions
• Iterated upon rubber limb system for closure durability
Demonstrated multi-platform execution through:
• Physical prototype demonstration
• Digital platform walkthrough
• Content strategy and scalability preview
• Mockumentary-style pitch video
User-testing done live at Sprint end celebration! :)
YannaNguyen
