challenge

The Plunge x Liquid Death collaboration aimed to create more than a product—it sought to ignite a cultural moment. The challenge was merging Plunge’s wellness focus with Liquid Death’s bold, rebellious spirit to create a partnership that felt authentic, memorable, and impossible to ignore. We needed to break through the noise in both the wellness and lifestyle markets and deliver something that demanded attention.

approach

As Creative Director, I crafted a campaign that felt like a shot of adrenaline—raw, disruptive, and unapologetic. We broke from polished wellness aesthetics, embracing bold visuals, provocative copy, and immersive activations that blurred the lines between wellness and rebellion. The result was a collaboration that ignited the internet and made cold therapy both rebellious and transformative.