LONE RIVER LEMONADE SPLASH
Year: 2025
Type: Campaign / Brand World / IRL Activation
CONCEPT
Lone River’s done being your summer side piece.
This campaign repositions hard lemonade as a winter obsession—romantic, cheeky, and emotionally resonant. We gave it a voice, a motel, a crush-worthy vibe, and merch to match.
Selected as a top finalist and runner-up for the brief—placing second overall.
This recognition affirmed the strength of the creative strategy, cultural insight, and emotional tone.
Year: 2025
Type: Campaign / Brand World / IRL Activation
CONCEPT
Lone River’s done being your summer side piece.
This campaign repositions hard lemonade as a winter obsession—romantic, cheeky, and emotionally resonant. We gave it a voice, a motel, a crush-worthy vibe, and merch to match.
Selected as a top finalist and runner-up for the brief—placing second overall.
This recognition affirmed the strength of the creative strategy, cultural insight, and emotional tone.
ROLE
Creative Collaborator — Concept, Strategy, Copy
Worked on ideation, insight framing, and narrative tone.
Contributed to the campaign’s positioning and emotional hook, while supporting copy across digital, activation, and social extensions. Collaborated on activation concepts and merch design to reinforce Lone River’s winter relevance through culture.
Creative Collaborator — Concept, Strategy, Copy
Worked on ideation, insight framing, and narrative tone.
Contributed to the campaign’s positioning and emotional hook, while supporting copy across digital, activation, and social extensions. Collaborated on activation concepts and merch design to reinforce Lone River’s winter relevance through culture.
AUDIENCE
21–35
GEN-Z
21–35
GEN-Z
CULTURAL POSITIONING
This campaign reframes a drink as a winter companion.
By blending romance, fashion, nostalgia, and intimacy, we moved Lone River out of the summer cliché and into something with real emotional resonance. This was less a beverage campaign—more a seasonal romance, styled in editorial tones
This campaign reframes a drink as a winter companion.
By blending romance, fashion, nostalgia, and intimacy, we moved Lone River out of the summer cliché and into something with real emotional resonance. This was less a beverage campaign—more a seasonal romance, styled in editorial tones
OUTCOME & IMPACT
Created for the D&AD Shift Brief, this concept rebranded Lone River as a winter muse—grounded in storytelling, culture, and style. A product play wrapped in an editorial love letter.
Selected as a top finalist and runner-up for the brief—placing second overall.
Created for the D&AD Shift Brief, this concept rebranded Lone River as a winter muse—grounded in storytelling, culture, and style. A product play wrapped in an editorial love letter.
Selected as a top finalist and runner-up for the brief—placing second overall.