Bai: WonderWater
Helping Bai reclaim its place in a crowded water aisle by showing it’s more than water: it’s WonderWater.
🏆 2025 Effie Finalist Renaissance
Role: ACD, Social & Photography
Bai launched with a splash of excitement in 2009. But over time, the water category filled with competitors causing fans to drift away. The brand needed to remind people why it was different.
The challenge
As social ACD, I partnered with CDs Tim Eger & Brett Baker to bring WonderWater to life beyond broadcast. My focus was making the idea feel native wherever people found it. Social ads were built to blend into the feed, with vertical-first layouts, platform-native text, trend-driven hooks, and Sydney’s personality at the center. On Snapchat, we gamified the brand by creating a filter where users collected each of Bai’s reasons to believe in their own virtual bottle, along with GIPHY stickers that let fans carry WonderWater into their Stories.
For the shoot, I concepted the shot list, art directed on set with photographer Justin Bettman, helped direct Sydney, and led image selection & retouching during post-production.
The Strategy
The Work
The photography became Bai’s visual foundation and was adopted across PR, social, packaging, key visuals, banners, and SKO events, including the bottle for the newest flavor. The campaign was named an Effie Awards finalist and covered in Forbes and The Knockturnal.
Giphy Sticker Campaign Support
