Alani Nu Purple Cotton Candy Campaign

Center Stage with Becky G, Purple Cotton Candy Energy is the after-hours sequel to your fav flavor carnival. Reminiscent of tangy grapes and caramel, each sip puts on a mesmerizing show. With B vitamins and 200mg of caffeine per can, it's a sugar free spectacular that only gets sweeter at sunset.

The campaign required a flexible creative system that could adapt across a wide range of channels while maintaining a consistent brand presence. As creative lead for the digital workstream, our team shaped the visual direction of the launch, developing scalable content that felt native to each platform while staying true to the campaign's identity.

We partnered closely with the CG team to direct key motion moments, providing creative oversight for animation across digital assets and guiding the development of CG video executions. Through digital storytelling and social-first creative, we extended the experience beyond the physical store displays building anticipation, encouraging engagement, and reinforcing the campaign throughout the customer journey.