Responses by Jim Baldwin, creative director, TRG.
Background: We wanted to create awareness and increase sales for an iconic Texas brand. Our target: fun-loving, adventurous and wellness-minded Texans.
Design thinking: We wanted to project an iconic, modern Texas image with an eye to Texas’s past for the brand.
Challenges: Creating a standout campaign in a market with lots of water brands.
Favorite details: Researching and coming up with an iconic look, feel and voice for the brand.
New lessons: We learned that Texas is full of imaginative and wild artists working in all sorts of media. We landed on the acclaimed Jon Flaming for this Crazy Water campaign.
Visual influences: Our influences were old Western paintings, movie posters and asking ourselves: “What would Woody Pirtle and DJ Stout do?”