Creative /Art Director
Credits
Bev
Tracie Davis Photography
Highlights
• Bev Pride was available in all 1,948 Target locations nationwide, reaching an estimated 1.5 million daily in-store shoppers.
• The campaign generated 30M+ impressions across Instagram and TikTok, with over 200K engagements and a surge in user-generated content using the #ServingPride hashtag.
• Bev Pride sold out in select markets within the first month, driving increased demand for subsequent limited-edition offerings.
As Executive Creative Director, I led the creative vision for Bev’s Pride campaign, designed to celebrate diversity, inclusivity, and individuality while showcasing Bev’s playful, premium brand identity. The goal was to elevate Bev Pride’s White Wine Spritz as a limited-edition offering that supports Pride initiatives, aligns with Bev’s core values, and appeals to Millennials and Gen Z consumers.
The Bev Pride campaign featured vibrant rainbow-themed packaging and bold, celebratory visuals to highlight the limited-edition product. Inspired by playful colors and friendship, the art direction combined bright backdrops, stacked compositions, and community-focused imagery. The campaign included digital content, social media activations, and wild postings that reinforced Bev’s message of progress and inclusivity. QR codes directed consumers to a landing page highlighting Bev’s Pride partnership with wayOUT, further engaging audiences.
