VALERIA
garcia
CREATIVE PORTFOLIO
PATHWATER
SKILLS Art Direction, Copywriting, Design, Creative Strategy, Advertising
For this project, my team was challenged to develop a creative campaign for Pathwater, the bottled water company that has developed a brand around a mission of sustainability. The company is determined to see people reducing their use of plastics by developing bottles made of aluminum that are as reusable and refillable as they are modern and personable. However, they have a problem in that they need to drive trial of the bottle amongst their target audience while needing to have their bottle stand out against competitors.
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My group decided to focus on one simple human insight: we want our products to reflect our basic human need for connection—we want to feel like we’re part of a community, and utilizing physical products allows for this connection to be translated into a more tangible form of cultural capital. The power of connection that we have as humans, both to the Earth and to each other, is an important connection to preserve. Pathwater is the product to inspire and foster this connection.
Our campaign tackles these problems by creating a two-pronged campaign based on the message: "Refill It, Pass It On, and Pay It Forward". That is: refill the bottle, pass on the message, and pay the sustainability message forward.
An experiential campaign was designed in collaboration with Boston University, including unique "Terrier" designs on Pathwater bottles and Pathwater-sponsored water-refill and recycling stations around campus. Second, a digital social media campaign was developed to show how people use their reusable Pathwater Bottles around the world.
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For this particular project, I developed the creative concepts and visuals for our experiential campaign and developed creative visuals for our digital campaign.
