Energy Sugar-Free

Energy Multiplier® Sugar-Free was Liquid I.V.'s largest and most ambitious campaign of 2025, built around a three-phase rollout designed to guide consumers from curiosity to conversion. As part of a highly collaborative, cross-functional creative team, I partnered with two designers to develop the campaign's visual language across tease, launch, and sustain phases. From the disruptive "glitch" creative concept and hoax energy drink tease to the bold "Ditch the Glitch" launch and science-led sustain messaging, we created custom lockups, claim graphics, color systems, glitch-inspired visuals, sticker elements, and CTA frameworks that evolved throughout the campaign journey. The creative system was scaled across more than 200 assets spanning web, email marketing, omnichannel experiences, Amazon, Walmart, Costco, Uber, and additional retail and media touchpoints, helping establish a distinct position for Liquid I.V.'s hydration-first approach to energy.

Credits︎︎︎

Creative Director
Stevy Wang

Digital Designer
Megan Brizendine

Senior Digital Designers
Keaton Webb
Ethan Schaffer

Art Directors
Roxanne Morrison
Marie Nguyen

Copywriters
Erin Roughan
Alex Molyneux
Danielle Williams

Video
Brandon Epsy

Production
Par Guiv
Jack Zavoda-Brennan

Print
Annie Hwang
Kim Fox