While Nuun was a trusted favorite among athletes, we saw an opportunity to expand our reach to a broader audience. As part of a test-and-learn strategy, I art-directed the Something in the Water campaign to focus on the product’s benefits—like better hydration, replenished electrolytes, and clean ingredients. With the same vibrant energy and creative flair as its sister campaign, Drop it Drink it, this campaign showcased active, joyful talent and dynamic visuals to highlight how Nuun helps people feel and perform their best. Designed for CTV, web, and social media, the campaign brought Nuun’s benefits to life in an inspiring, relatable way, driving engagement and providing valuable insights into the messaging that resonates most with new audiences.