Sprinter – Summer Flavors Social (2025)
In a category dominated by neutral, lifestyle-driven beverage content, Sprinter’s strength is its unapologetic flavor personality. The challenge was to create a social campaign that felt bold, ownable, and impossible to scroll past—while staying rooted in the brand’s summer energy.
PROJECT RECAP
For the Summer Flavors launch, I built a maximalist fruit-prop universe that visually amplified each flavor’s personality and differentiated Sprinter within a crowded RTD market.
Concept Development: Translated flavor profiles into a bold visual language centered around saturated color, playful abundance, and sun-chasing golden-hour light.
Visual System Creation: Developed a modular set approach that allowed quick transitions between flavors while maintaining a cohesive brand world.
Set Design & Prop Direction: Designed and directed fruit-forward set builds that exaggerated texture, scale, and vibrancy.
Shot Direction: Led on-set choreography to create dynamic, rhythmic compositions that mirrored the energy of summer.
Post-Production Oversight: Supervised the edit to ensure pacing, color grading, and transitions aligned with the emotional tone of the campaign.
ROLES & RESPONSIBILITIES
As Art Director, I:
Built the full creative concept and visual system
Developed moodboards and defined flavor-specific identities
Directed prop sourcing and set execution
Led shot composition and on-set creative decisions
Guided post-production to maintain brand consistency
RESULTS
Created an ownable visual world distinct from competitors’ muted lifestyle content
Elevated Sprinter’s flavor-forward identity through bold, scroll-stopping creative
Delivered a cohesive, high-impact social asset that strengthened brand differentiation
CREATIVE TEAM
Mimi Wilder — Art Director — Concept, Visual System, Shot Direction, Set Design
Gwinneth Jones — Videography, VIdeo-Editing