Dry January

The Dry January campaign reimagines a THC seltzer swap as your ultimate main-character moment. Drawing from cinematic poster and trailer design, each visual feels like a scene pulled from a story worth watching. Think bold display fonts, layered over editorial-style photography that blends real-life lifestyle with product close-ups. Split-screen POVs set up the “before and after” tension, while cinematic black bars frame each shot like a trailer still. It’s not just Dry January, it’s your plot twist, your comeback arc, your soft-launch into a better you.

As lead designer for this campaign, I led the creative vision and execution for a multi-platform marketing campaign, producing website hero banners, paid ad suites, and organic social content. I managed brand cohesion across all channels to execute campaign sales deadlines effectively.