Core Hydration
How Do You Find Your Core?
Core Hydration is water that's perfectly balanced at 7.4 pH to match your body's natural levels, but their tagline only half-made sense: "Find your balance, find your core." Huh? My core? You mean...my stomach? Isn't it (*looks down*) right here?
So I decided to dedicate myself to reverse-engineering a campaign that would make it make sense, dammit. Tapping into the insight that our Gen Z/millennial active trendsetter target loves to add a -core suffix to everything (see: cottagecore, normcore, emocore, etc.) we positioned Core as the water to accompany people of all "-core" subcultures on their wellness journeys.
Once we secured Academy Award nominee/pop star Hailee Steinfeld as our spokesperson, we collaborated with her to turn our spot into a teaser for the lead single off her debut album and show how Core keeps her hydrated whether she's singing, acting, working out, or just chillin'.
Agency
Liquid Sunshine
Credits
Darren Moran, CCO
Yo Umeda, ECD
Natalie Krakirian, Sr. Art Director/Designer
Arthur Amiune, Art Director










