Hubert’s Lemonade, a bright, playful, and unapologetically optimistic lemonade brand, wanted a launch campaign that felt different from everything out there and focused on joy.

Instead of creating a traditional product campaign, we built an illustrated world where lemons came to life to make everyday moments unexpectedly joyful. Whether someone encountered the work on a billboard during their commute or down a Youtube rabbit hole, the goal was always the same: to interrupt the routine with something playful enough to make them smile.

As the Art Director, I collaborated closely with the illustrator and animators to bring the visual world to life, developing campaign assets and adapting the illustrations across a wide range of out-of-home placements while preserving the detail and personality of the original artwork.

The OOH campaign ran in various major placements across LA and the work was shortlisted in Communication Arts’ Illustration Competition.

Challenge: Introduce Hubert’s Lemonade with a campaign that reflected the brand’s uniquely optimistic personality while standing out in the crowded beverage category.

Insight: Joy is contagious. People don’t want to be told to be happy, they will feel the joy themselves, when the content embodies it.

Execution: We created Joy to the Lemons, a whimsical illustrated world where lemons came to life in unexpected ways, bringing bright color and joy to the most mundane places. Rather than simply advertising the product, the campaign became an artistic extension of the brand’s personality.

Role: Art Direction • Illustration Direction • Animation Collaboration • Out-of-Home Design