vitaminwater City Flavors
Cultural Strategy · Campaign Architecture · Artist Programming
You don’t discover a city all at once. You discover it block by block.
Partner
Project
vitaminwater wanted to reconnect with the city it calls home and deepen its relevance in NYC music culture. Rather than treating New York as one audience, we made the five boroughs the organizing idea — building a citywide discovery experience around the artists, businesses and creative communities that give each one its own flavor.
City Flavors turned a local-market campaign into citywide participation — driving 11,800 track submissions from 6,600 artists, generating 5M+ impressions, and culminating in a 550+ person Brooklyn flagship headlined by Joey Bada$$.
My Role
- Co-developed the cultural strategy and creative POV, shaping the campaign story and key beats
- Architected the five-borough discovery mechanic, connecting artists, neighborhoods and local culture into one participation system
- Shaped artist programming and the visual rollout, including storytelling, live moments and custom bottle design
- Carried the idea through execution, from brand and executive packaging to on-the-ground activation
Collaborative — across brand, creative, artist and partnership teams.
Media
