The opportunity
Use a familiar summer occasion to give a seasonal energy-drink concept a distinctive look and a clear reason to exist.
Red Bull · Seasonal school campaign concept
The Freedom Edition.
A Fourth of July campaign concept that carries one seasonal idea from packaging through promotion.
My contribution
Creative Director. I created the entire campaign book and its content, including the creative concepts and presentation.
Project status
Academic concept · Packaging and integrated creative
The central idea
The Freedom Edition pairs a cherry-lime flavor concept with Fourth of July imagery. Fireworks, a red-white-and-blue palette, and the “Red Bull Gives You Freedom” idea connect the product to summer gatherings and celebration.
What I developed
I built the campaign book and translated the concept into can and multipack designs, retail displays, key visuals, billboard and website concepts, merchandise, and a country-music festival activation. The visual system keeps those different formats connected.
The strategic purpose
The concept links product design to the places an audience would discover, purchase, and experience it. It is a student campaign proposal, not an official Red Bull product or an executed brand launch.
Inside the work
Selected campaign materials
