We believed, Bob didn’t

The first time we worked on SURGE, we were brought in to support a small launch event at Coca-Cola HQ—organized for the SURGE Movement, a grassroots Facebook group that had successfully lobbied for the drink’s return. A week later, I was begging for access to a Twitter handle. A month later, our three-person team launched the top trending topic on the platform: #SURGEisBack (September 5, 2014). The campaign reached an estimated 180 million impressions across digital and social—all organically, with zero paid media.

The response was immediate: SURGE became the #1 selling grocery item on Amazon.com and held a top 10 position across the entire site for three consecutive months. As demand grew, we built out a full suite of brand assets—POS materials, websites, photography, copy—supporting expanded retail distribution nationwide.

The work was the product of a true creative partnership between Lauren Childs, Jenny Wilburn, and myself. I served as co-creative director alongside Lauren, and also contributed as co-designer, art director, photographer, strategist, and copywriter—doing whatever was needed to bring it to life.
(And yes, Bob was a real person—but that’s not him in the photo.)