Black Cherry Launch

Project Scope

Concept: Frozen in time after selling out, preserved through the chill of winter. Back by popular demand, Humantra is relaunching their Black Cherry flavor for a limited time, and it is thawing out just in time for summer!

Goal: A balance between product-focused and lifestyle-driven shots, with an emphasis on mood. All content should feel elevated.

Deliverables: This project included a concept meeting and a client-provided shot list. The campaign included one studio shoot, five digital images and one lifestyle shoot, five digital images. The images were formatted for social posts, PR messaging, and website assets.

  • Social Profile Photo

  • PR Post

  • PR Post

Studio

The goal was to lean into the visual tension of ice and melt, using water, texture, and condensation to create striking, minimal compositions that tell the story. The focus was on clean compositions, sharp textures, and a contrast between solid and liquid.

These images were utilized on social media, as well as PR messaging, and website updates.

Lifestyle

The goal for each image was to showcase Black Cherry looking ice cold. The lifestyle shoot needed to incorporate key themes from the studio set so it all felt integrated.

To create the tension of melting and highlight the early summer launch date, in the lifestyle set, we shot at the beach, but in contrast, styled the models in jackets and gloves to hold the drink because it’s that icy cold.

These images were used for social media to personify the concept & communicate the limited supply to their audience.