Mountain Dew Socials

Creative Strategy
Creative Direction
Video production
Social strategy
Photography

I worked on Mountain Dew as part of the social media team at Drum. My role involved working with the strategist to turn their recommendations into repeatable series of content that could scale easily. The resulting creative spanned high-production brand imagery, memes and localised, trending content designed to engage with young regional kiwis.

Once the various series were pitched, we tested an initial run of content, then batch produced the stronger performers. Each video shoot doubled as a photo shoot and repeatable formats and templates made it easier to scale the content further.

I also directed product imagery shoots to create videos and images that expanded on their ATL campaign. This allowed Mountain Dew to extend their library of “Extreme Refreshment’ style images for their paid campaigns and avoid fatigue.