Creative Brief: Concept Pitch - Liquid Death Ad Campaign
Client: Liquid Death
Project: Photo-realistic Ad
PosterTagline: "We Party to Death"
Medium: Print, Digital
Overview
To create a striking, dramatic ad that positions Liquid Death as an iconic, bold, and rebellious brand. The ad should communicate the wild and untamed nature of the product, appealing to a younger, adventurous audience that thrives on extremes and defies convention.
Target Audiences
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Primarily 18–35 years old
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Males and females who align with alternative culture
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Fans of edgy, high-energy brands
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Those with an appreciation for dark humor and bold, extreme aesthetics
Key Message
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Liquid Death is more than just water. It's a lifestyle, a drink for those who live on the edge, party hard, and embrace the darker side of life.
Concept
Visual Concept
The ad is set in a vast, ominous desert landscape inspired by the Sahara. The scene exudes an apocalyptic, cinematic quality, featuring the skeletal remains of a dragon half-buried in the sands, with scavenging vultures circling overhead. A menacing, thunderous sky looms, adding to the foreboding atmosphere.
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In the foreground, a can of White Liquid Death is placed on the desert sands. The sleek, reflective surface of the can stands in stark contrast to the desolate environment, symbolizing the product's bold presence in an otherwise hostile world.
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Tone & Mood
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Dramatic and intense
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Dark, yet vibrant
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Cinematic, high contrast with sharp, dynamic lighting
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A mix of foreboding and rebellious energy, with an undercurrent of dark humor
Design Elements
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Dragon Skeleton: Represents the death and destruction that Liquid Death embraces, capturing a sense of adventure and survival in extreme conditions.
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Vultures: Symbolize the scavengers of life, reinforcing the sense of danger and primal survival.
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Thunderous Sky: Adds tension, amplifying the sense of impending doom and adventure.
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Liquid Death Can: The product itself is the hero, standing out in the middle of chaos, symbolizing strength and resilience.
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Tagline ("We Party to Death"): Boldly displayed to reinforce the message of living life to the extreme.
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Photographic Style
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Fisheye lens used for a wide-angle, dramatic perspective, allowing for the expansive desert landscape to feel both grand and overwhelming.
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High contrast lighting, with sharp shadows and highlights to create a sense of depth and intensity.
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A cinematic feel, akin to a still from an action film, making the viewer feel as though they are part of this dramatic moment.
Deliverables
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High-resolution print and digital versions of the ad poster.
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Various cropped versions for use across different platforms (social media, website, etc.).
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Timeline
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Concept approval: 1 week
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Production (shooting and retouching): 2 weeks
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Final ad delivery: 3 weeks
Budget
Estimated Budget for this concept - $10,000 for production, including photography, editing, and licensing.
Conclusion
The goal of this ad campaign is to reinforce Liquid Death's brand image as a bold, rebellious product for people who live hard and party to the extreme. Through striking visuals and an intense, cinematic tone, the ad will capture the essence of the brand and connect with its audience on an emotional level, driving brand affinity and loyalty.
Draft Alternate Concept
