LIFEWTR, PepsiCo’s first foray into the premium water market, is more art water than smart water. LIFEWTR’s stated mission is to support the arts and creativity: every three months, a different trio of emerging artists design the bottle labels.

The output: To help launch the brand, over 20 videos (for series 1-5) telling each artist’s story, showing their creative process and amplifying LIFEWTR’s mission. Videos were shot on location in New Orleans, Rio, London, Toronto, Los Angeles and other cities. LIFEWTR was the most successful product launch in PepsiCo’s history, and senior executives cited the video series as a key factor in its success.

Directors: RubberBand, Bon Duke, Jimmy Goldblum.