Vitaminwater tasked us with launching a series of new flavors on Amazon in an innovative way that would attract Gen Z audiences. We collaborated with the Amazon Music team, leveraging first-of-its-kind AWS technology to turn this hot new product line into exclusive portals to branded playlists inspired by the "personalities" and vibes of each flavor.

Using proprietary Rekognition technology embedded within the Amazon app, customers could scan the different flavors using their camera to unlock corresponding curated playlists featuring up-and-coming (as well as established) artists.

Each of the playlists had their own personality or mood, which built on the brand platform of "Nourish Every You". The three playlists featured were: Forever You: youthful, bright, and energetic. With Love : a calm, warm, and self-care vibe.​ XXX: Sensual, seductive, and all around sexxxy.

Created with Jason Murray & Eddie Camacho (ADs), Victoria Spagnuolo (CW), Joseph Dasaro (Design Director), Cyndi Walker (UX), Joohyun Park (Design Technologist), Maggie Gradala (Solutions Manager)