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Steve Hellerstein was commissioned by Brooklyn-based, boutique ad agency, thread, to develop dynamic visual concepts for the launch of a new beverage named Fred. Rather than follow a traditional process, brand strategist, creative director, writer, designer and photographer all sat down on day one to discuss concepts and ideas. The result is Fred, a bottled, natural spring water with a personality, a social life and a point of view. Fred's ability to move through a variety of social groups inspired the various creative executions.
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