Wet Hydration
Led the creative for Wet Hydration’s 2026 launch as Partner and Chief Creative at Alleyoop Group: creators and sampling at Coachella and Stagecoach, a truck wrap built around the stores carrying it, and pop-ups across New York as it rolled into Walgreens, Duane Reade, Pavilions, Circle K and Amazon.
The problem
Functional drinks are a crowded aisle. Wet needed to break through by showing up credibly inside the culture, not advertising around it.
Festival season
Creators who already live in festival culture carried Wet through Coachella and Revolve Rodeo at Stagecoach, with ice-cold cans all weekend and custom Rodeo trucker hats that kept it in everyone’s photos. Their posts sent followers to Walgreens. Then Revel at the Races for the Kentucky Derby with Sports Illustrated.
A rolling billboard
Every flavor’s color down the side, and a panel on the back for each store carrying it: Walgreens, Duane Reade, Pavilions, Circle K and Amazon. Built to be read at a red light.
New York
Wheatpaste across the city, then in June the truck parked outside Fuze House and the Wet Hydration Café at Bedford Studio, timed to the walk out of a workout.
