Thanks to the resounding success of the inaugural campaign, SoBe Skinsuit made a triumphant return for its second year, featuring the captivating presence of actress Jessica Szohr. Once more, she fearlessly embraced the concept of wearing zero swimsuits, all while showcasing the latest array of tantalizing SoBe flavors. This time around, the campaign transported us to the vibrant landscapes of Costa Rica, from its bustling streets to its lush jungle vistas.
SoBe Skinsuit
To introduce SoBe Lifewater's Zero Calorie flavors, we cleverly unveiled the SoBe Skinsuits through captivating spreads within the iconic Sports Illustrated Swimsuit Edition, against the stunning backdrop of Turks & Caicos. The concept was pretty straightforward: 0 calories, 0 swimsuits. This campaign proved to be the brand's pinnacle achievement, driving a remarkable surge in volume by an impressive 161%.
2010
Role: Creative Director
Client: Pepsi Agency: TracyLocke Copywriter: Ian Wishingrad Photographer: Raphael Mazzucco Body-painter: Joanne Gair