Aguas Frescas Energy Drink
I led art direction for the Aguas Frescas campaign—a vibrant, sun-soaked block party in East LA, where product shots meet real life: friends gathering, grilling, playing Lotería, snacking, dipping Chamoy-rimmed Aguas Frescas, all of it grounded in a setting where these drinks feel like part of the moment.
From the start I treated this project as more than just content creation. I developed the creative approach—mood boards, design themes, and visual direction—to ensure every image felt authentic, lively, and culturally rooted. I made it a priority that the cast and part of the crew reflect the community: using Hispanic models, inviting a partially Hispanic team so that the visuals don’t just look “diverse,” but feel true.
I designed vignettes that contextualized the product next to spicy snacks and food, pairing flavors with culture—and worked closely with Hot Cheetos to elevate the food styling. I art-directed sessions across both product and lifestyle photography. Every asset, from vibrant stills to lifestyle moments, was purposefully styled to feel like something you might reach for at your next carne asada or backyard hang.
The results were a rich library of visuals used across social media, eCommerce, and point-of-sale; images that built brand salience by weaving the product into everyday enjoyment—warm sun, laughter, flavor, community.
Brand Team→ Eva Rodriguez, Anthony Vitali, Yumna Bight, Gabe Alonso
Agency → The Motive Group
Product Photography → The Vorhees
Lifestyle Photography → Yuri Hasegawa
