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Responses by Jim Baldwin, brand creative director, TRG.

Background: This campaign creates awareness and increases sales for Crazy Water, an iconic Texas mineral water brand. Our target: proud, athletic and wellness-minded Texans.

Design thinking: We combined modern language with historical stock photography and film, bringing to life our Texas heritage with a crazy twist.

Challenges: Creating a memorable campaign on a crazy tight budget and timeline.

Favorite details: Coming up with an iconic look, feel and voice for the brand. It was crazy fun to tap into the Texas sense of humor.

Time constraints: Sometimes, a tight budget and timeline can hamstring your thinking. In this case, those constraints ended up being freeing.

Specific project demands: The limitations forced us to consider stock photography and film. Finding the exact right footage was like trying to find a needle in a haystack.

richards.com

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