OSHEE on Times Square

Brief

OSHEE Sparkling Vitamin Water was our first project for OSHEE. Sparkling was a new variant of Vitamin Water, already one of the best known products in their portfolio. The brief was open. They had the product and the launch date, and needed someone to work out what the film should actually be.

Challenge

A line extension has to borrow the recognition of the original while still reading as something new. Present the can on its own and it looks like an unrelated product. The film had to carry the connection to Vitamin Water itself, with no photography of either product to work from.

What we delivered

We developed the concept ourselves, pitching several routes before the client selected one. It opens on the Vitamin Water bottle people already recognise, with fruits orbiting it. The fruits strike the bottle and turn to bubbles, the bottle fizzes and bursts into a tornado of fluid, and the camera flies straight into it. We cut underwater, fruit suspended in the background, and the Sparkling can is revealed. The shot rises out of the fluid as bubbles carry through the SKUs, then pop, and the product lands for a final reveal of the full range. Opening on the bottle and closing on the can made the extension the story rather than a caption.

Everything was built as a digital twin from the label files, then every format cut from that single master. The campaign ran on Times Square in New York, digital OOH across multiple Polish cities, retailer leaflets and social, eighteen format variants in total. Fifteen for the original can across three SKUs in 2024, and three more in 2025 for the refreshed 330ml can, taking the line to five SKUs.