Building a scalable creative platform with creators and AI

THE STRATEGIC CHALLENGE

The energy drink category is crowded with similar functional promises.

Blast needed a more distinctive way to express its new positioning.

THE STRATEGIC DIRECTION

Don't sugarcoat reality.

The platform Crossing the Boundaries of Good Taste became a creative filter for communication.

THE CREATIVE SYSTEM

Brand platform

Creators

Native social content

AI-generated visuals

Launch

The result was a connected launch ecosystem rather than a single campaign asset.

MY ROLE

Creative Team Lead

Creative oversight and leadership of the creative development, helping the team arrive at the campaign idea and ensuring that the executions remained coherent with the positioning.