Liquid Death
Brand Photography:
Choosing your Murder Weapon
Liquid Death
This is Liquid Death, a mountain water brand know for its unique marketing. Liquid Death uses dark humor, makes fun of traditional marketing, and values an eco-friendly approach with their “Death to Plastic” mission.
These images were shot using a Sony-E10M2 and a combination of controlled and natural lighting. The choice to a dark kitchen set up– with the blinds shut– brings out Liquid Death’s dark and moody side. To further highlight the product and to add more drama I used a handheld light. This light was adjusted to a warm tone and angled up from the bottom of the cans. The angle not only helps the cans look nice, but also adds mysterious look.
The shots aim to fulfill the interest stage of the AIDA model. Target consumers include Gen Z and young Millennials in the US, who are chronically online and are likely aware of Liquid Death as a brand. These consumers can be critical in content that looks too much like corporate marketing, appreciate humor, and love to try new things. These images create interest around liquid death’s flavors while also keeping consistent with their dramatic storytelling.
So will you help solve the mystery? Which flavor (a.k.a. weapon) murdered your taste buds the best?
AI Brand Photography:
Liquid Death: Now Sold in 12 OZ
This collection of AI-enhanced images continues with the promotion of the brand Liquid Death, pushing the consumer to be further interested in the brand.
I used Google’s Gemini in partnership with the above brand photography to create a collection of AI-generated pictures used to make a campaign for Liquid Deaths new, smaller cans. The process included inserting the photos of the Liquid Death cans and prompting Gemini to either manipulate the can itself or edit a sort-of background scene to place the beverage into.
After downloading the images, I manually entered captions to make them into a more cohesive campaign. I chose to specifically highlight one of Liquid Death’s newest features: 12 ounce cans. Before, Liquid Death was only sold in a single 19.2 ounce “tallboy” can, but recently they released standard sized cans and consumers can now find them in 6-packs at general stores.
Now that it is October, it would seem to come naturally that a brand who focuses on the dark side of things would use a Halloween theme to highlight their new products. As stated before, the images aim to fulfill the interest stage of the AIDA model as the consumer is likely already aware of the brand, but still may not know about these new features. Having increased product knowledge could help nudge them towards the desire stage and beyond.
“This is student work for a class assignment. This work is not affiliated with Liquid Death.”