THIRST FOR MORE
Client: Liquid I.V.
Role: Creative Director
Associate Creative Directors: Emily Kaufman, Carrie Kaiser, Jaye Thompson
Senior Copywriter: Kaylin Ranges
Agency: UEG
01 PROBLEM
Liquid I.V. became the official functional hydration partner of McLaren F1 Racing, creating an opportunity to connect two brands united by precision, performance, and rigor. The challenge was to bring that shared mindset to life while highlighting the science and clinically proven hydration that fuels Liquid I.V.
02 SOLUTION
We created "Thirst for More," a brand platform celebrating the drive to continuously push performance further, powered by the science and precision behind hydration. Featuring drivers Lando Norris and Oscar Piastri, the platform came to life across TV, digital, and social. With just 30 minutes per driver, we made every second count, using dynamic split screens, 360-degree camera movement, striking product visuals, and meticulous sound design to bring the two drivers together in one seamless, high-energy visual experience.
03 RESULTS
"Thirst for More" established a unifying platform for Liquid I.V. and McLaren F1, connecting the precision behind world-class racing with the science behind clinically proven hydration. A partnership built on the belief that peak performance starts with getting the details right.
FEATURED ON ADWEEK
Thirst For More :30
The Tear :06
Fueled For More :06
The Sip :06
MEET OUR HYDRATION MANAGER
Behind every elite racing team is a sleeper agent that’s got your back. Enter the Hydration Manager. Introduce McLaren’s newest (and perhaps least qualified) team member.
hottest job at mcLAREN
The drivers aren't the only ones putting in the laps. We passed the mic around the McLaren team to find out actually has the hottest job.
THIRST TRAP
Because there’s no better way to show off hydration than a thirsty AF video of Lando Norris
