Veryvell Fall ‘22 SOCIAL & thematic shoot 

Veryvell, Molson Coors' CBD sparkling water, needed a full quarter of social content that could work across three distinct content buckets: lifestyle, ingredient education, and flavor focus. I led the content direction and concepted three visual thematics to carry the work from September through December 2022. In post-production, I identified selects, directed retouching, and designed the final social posts across both static and motion formats. The quarter ended up being the brand's best-performing social period to date — and as it turned out, its last, before Veryvell was discontinued.

THEMATIC 1: SET THE TONE

We’re highlighting Veryvell’s new packaging and making sure it really pops. Our visually calming treatment introduces paper crafts of hemp leaves and fruit to provide visual interest and bring product education and flavor cues to life.

Drops Education Carousel In-Feed

THEMATIC 2: ROUTINE REFRESH

Let’s help people fall into a new routine this fall. We’ll show how to make self-care easy with produces that fit naturally into their day. Educational graphics, affirmational messaging, product-forward photography, and social interactions drive awareness while inspiring wellness in an engaging, shareable format.

In-Feed Posts

Recipes on Instagram Story for International Coffee Day

THEMATIC 3: NEW TWIST ON FALL

Let’s keep those feel-good summer vibes going and splash into fall. We’re playing up flavor to the max with bright accents, picnic-style flat lays, and thirst-inducing action shots that evoke a sense of nostalgia. Let’s show how we keep it clean with the freshest flavors and even more refreshing pairings.

Mocktail-Making ASMR Videos on Instagram Reel

Art Director Lillian Zhao
Copywriter Kristin Kelly
ACD Amanda Deering
Social Strategist Holly Harper
Photo & Video Levi Salmon