Monster Energy

ROLE: creative + art direction, on set direction, design

OBJECTIVE + APPROACH: Monster Energy's 'Unlock The Vault' is a tiered rewards program where users cash in their drink tabs for branded swag. We were asked to grow engagement with the program while incorporating Monster's larger brand message.

We proposed an interactive video so users could take a tour of The Vault and the prizes inside. My strategist wrote a framework for the shoot based on our original pitch, and we spent a day on set with Monster’s production team filming and working with the talent to capture the right footage for various outcomes within the branching logic.

RESULTS: The promotion went so well they ran out of swag and pulled the spot before we launched, but the work built the foundation for an ongoing relationship with Monster and the concept was recycled for other campaigns.

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watch the production demo below