MTN DEW — Character Universe
MTN DEW has one of the most passionate fan communities in the category. The opportunity was to evolve that fandom beyond campaigns — into a connected world of characters, stories, and experiences.
The goal was to transform the brand into a scalable cultural platform where products, content, and activations could exist within a unified, evolving universe.
We built the brand as a living universe — not a series of campaigns.
Every expression was designed as part of a connected system, where individual moments contributed to a broader narrative and visual strategy spanning product, content, and experience.
My Role
Led creative direction and world-building strategy across a multi-year transformation — spanning character development, product storytelling, digital platforms, live experiences, and collectible design.
Narrative Worlds.
A connected system of character-driven worlds expanded the brand beyond campaigns.
Voo-DEW - An annual mystery platform built around the unknown — inviting fans to decode each release through flavor, story and collectible artifacts.
Baja Blast - A fan favorite platform expanded into a fully realized world — extending Baja Island through new flavors, characters and narrative-driven experiences.
Pitch Black - A legacy product with a dedicated fanbase reintroduced through a darker, mythology-driven narrative connecting past and present.
Digital & Interactive.
The universe extended into participatory platforms across digital and gaming environments.
Lost Treasures of Baja Island - An online sweepstakes expanding Baja Island through deeper world-building — unlocking hidden prizes via product codes, with a chance to win MTN DEW Deep Dive.
Decentraland - A virtual activation built within a Web3 platform — featuring live esports streaming, futuristic DEW architecture, character skins and accessories.
NBA2K - Integrated into the premier NBA gaming platform — embedding DEW directly into gameplay through a branded half court, Pitch Black “theater mode,” a playable Grim character, and a rideable MTN DEW trike.
Live Experiences.
The narrative system translated into immersive, real-world environments.
Dew Tour - A flagship platform bringing character storytelling into action sports — from alien invasions in skate culture to a DEW-obsessed yeti on the slopes.
NBA All-Star: The Block - A multi-day cultural hub blending basketball, music, and live content into a unified brand experience.
Impact
Transformed MTN DEW into a character-driven brand ecosystem
Built deep fan engagement through participation and storytelling
Expanded the brand across gaming, live experiences, and digital platforms
Established a scalable system for ongoing narrative and product innovation
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