Mountain Dew Rebrand Shoot
When Dew unveiled its refreshed, retro-inspired visual identity, I led our first official photoshoot—bringing the new brand to life in places where people naturally gather. From concept through execution, I made sure every shot felt like more than a product photo—it was a moment, a story, a world.
I coordinated closely with marketing to define what assets were needed: social, retail, presentations, all told through a unified lens. As lead producer, I assembled the team, hired photographers, scoped out locations, and designed vignettes shaped by business priorities. I translated what could’ve been dry “asset requirements” into vivid, narrative-rich setups—like backyard block parties, Baja beach days, camping trips—that feel real, vibrant, social, and full of energy.
These settings weren’t just pretty backdrops. They were carefully composed worlds where the new packaging could live and breathe—shining in sunlight, reflecting community, echoing the warmth and connection that Dew is all about. The shoot delivered a versatile visual library, and the work became foundational: setting the tone for how Mountain Dew shows up globally, defining guidelines so future campaigns stay bold, authentic, and rooted in culture.
Art Director → Eva Rodriguez
Photographers → The Voorhes
