Ugly Seltzer, one of the most exciting and talked about drink brands to drop last year, tapped us to create a series of edgy studio shots for their website, authentic lifestyle shots for their social and another set specifically for the launch of their new flavors, Watermelon, Pink Grapefruit and Piña Colada.
SCOPE OF WORK:
For the studio shots, we created some simple yet whimsical layouts all on Ugly’s signature cyan background, letting the colors of the flavors be the standout. We created geometric shapes and paired random objects with the cans in an attempt to personify the flavors somewhat, and give them a personality beyond the fruit.
For the flavor inspired shots, we wanted the boldness of the flavor to come through in the imagery, so we chose very striking and at times almost unsettling scenarios for this set.
The lifestyle content that Ugly asked for was to be more natural, candid, diverse and most of all fun than what one might normally expect of a drink brand. Since they have only launched in NYC in the US so far, we also wanted to really capture the city and the folks who live in it for this series.