vitaminwater “From New York”

Born and bred in New York City, this campaign set out to pay homage to the city where it all started. To tell the story, we partnered with DP Matthew Libatique and seasoned Knicks fan, Spike Lee.

We also collaborated with three of Spike Lee’s film students to create short films for social. Each film took on a facet of the city: energy, color and taste.

the energy of new york - directed by joshua reed

the color of new york - directed by kaitlyn busbee

the taste of new york - directed by joecar hanna

524MM Film Impressions

715MM Audio Impressions

4.5 BILLION Social Impressions

142.9MM OOH Impressions

+47% Sentiment Boost

53.2MM Total Engagements

0.13% Avg. CTR

AdAge, The Drum, LBB, Marketing Dive, AOTW, Design Rush, Brand Innovators, Blavity, MSN