As creative director on the Hydro Flask account in 2016 and 2017, my team’s work contributed to the exponential growth of the Oregon-based hydration lifestyle brand after its purchase by Helen of Troy. Collaborating with internal teams and talented art directors Monica Gussow and Joe Erfle, my creative team tackled projects that ranged from the launching a My Hydro customization program and developing an entire story-based content hub to developing as well as executing creative strategy for holiday campaigns and product launches.
Along the way, the team’s work included dramatic revisions to the Hydro Flask voice and tone, field production of multiple content pieces, developing a series-based approach to their email program and creating a web-based content hub for the brand. My diverse team developed an innovative Mindshift Mantras campaign, launched the Tumbler product category, orchestrated three brand shoots and developed every piece of creative for the highly profitable D2C ecom channel. I also served an integral part of the strategy team during a six-month revision of their brand platform, expanding their traditional outdoor-centric reach and adapting their messaging to a broader Better Me audience.
