Fizz District
Art Direction / Photography / Design & Motion

Fizz District, a national drive-thru fresh soda and seltzer chain. With only a name and vision, the challenge was to stand out in the crowded category and build a brand irresistible enough to turn first-time visits into long-term loyalty.

Approach
We built an identity rooted in nostalgia with a modern twist, anchored by “Fizzy Dee,” a playful mascot designed to bring the brand’s effervescent personality to life. The system blended bold colorways, expressive typography, and character-driven storytelling across all touchpoints.

Execution
Photography captured the fun, social spirit of soda culture, balancing retro ephemera with fresh, vibrant styling. Motion design extended Fizzy Dee and brand elements into digital, social, and app experiences—infusing energy and play into every interaction. Environmental design, packaging, and retail assets tied it all together for a seamless in-store and online journey.

Impact
The December 2024 Louisville flagship established Fizz District as a proof of concept, sparking consumer buzz and shaping routines while laying the foundation for national expansion.

We built Fizz District’s website as a vibrant brand home, extending its nostalgic identity with Fizzy Dee, bold colorways, and playful typography. Motion design added fizz through animated bubbles and dynamic transitions, while photography focused on crave-worthy pours and social moments, turning the digital experience into a key driver of brand growth.

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I led the photography for Fizz District’s launch, capturing both product and lifestyle imagery. The full-day shoot focused on crisp bottle shots, playful details, and crave-worthy pours, while the evening session brought the brand to life outdoors with wide shots under twilight and string lights. The mix of controlled studio setups and ambient, natural light scenes gave the campaign both polish and authenticity.

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I created social Reels that balanced impact with budget by blending existing campaign footage, carefully sourced stock clips, and new motion elements. Working closely with the illustrator, I brought the brand’s character to life in animation, adding personality and energy without the need for additional shoots. Through smart editing and storytelling, I extended the life of assets and delivered engaging content that kept the brand active across channels.

I leveraged AI tools to stretch the production budget by transforming still photography into motion assets for social channels and teaser content. By animating captured imagery—adding depth, subtle movement, and dynamic transitions—I was able to generate fresh content without additional shoots. This approach extended the life of the campaign, delivered variety across platforms, and kept the brand consistently visible while staying cost-efficient.

Collaborators

Agency: Method 1
ECD: David Muldoon
ACD/Illustration: Harrison Weathers
Retoucher: Ryan Downie