Smartwater

Art Direction

Social / Key Visual / Banner Ads

Tasked with developing a full suite of key visuals, digital banners, and social-first creative assets to support the Summer campaign featuring actress Zendaya. The campaign centered around capturing a balance of effortless luxury, youthfulness, and contemporary style through visually striking compositions and elevated art direction.

Creative executions were designed to translate seamlessly across web, social, and digital advertising placements while maintaining a cohesive visual identity throughout the campaign ecosystem. From motion-led social assets to high-impact promotional banners and launch visuals, the work emphasized cinematic framing, modern typography, and fashion-forward storytelling to amplify the campaign’s seasonal narrative.

The overall visual approach leaned into clean layouts, warm tonal palettes, and editorial-inspired treatments that complemented Zendaya’s presence while reinforcing the aspirational and culturally connected energy of the brand.

Art Direction: Terrell Johnson / VMLY&R Commerce