ROLE: ART DIRECTOR

Lucozade had lost its fizz. To recruit new drinkers, it desperately needed to re-establish itself in a culturally relevant way, especially within a category disrupted by challenger competitors. We invited Lucozade drinkers to a universe of potential. We immersed them in an interstellar visual experience for a chance to win gaming prizes. No longer did Lucozade Energy look like a drink from the past, it looked like it had come straight from the future. The campaign orbited around Planet Lucozade, an immersive world we crafted that consumers could view within our extended reality Lucozade Cantina experience. Everyone who visited unlocked a universe of Starfield content, exclusive prizes and hidden easter eggs.