lil nas x SHOWS HOW
to nourish
EVERY YOU

Do you ever wonder which you is showing up today? Energy You is down for anything. Shine You enters the room like some just released a flock of doves. Focus You stays on your game no matter what bullshit gets in your way. Gutsy You lives on the edge. So we brought in the master of multitudes, Lil Nas X to tap into each one of his yous with vitaminwater. Then we used the star-studded moment to kick off our Tiktok in addition to releasing 6 spots using his new song showing off each one of his yous.

30 million TikTok views later, the official TikTok page was a success and gave us the cred needed to continue with more nourishing social content.

NOW SHOW US YOUR YOUS

Once we caught a glimpse of all of Lil Nas X’s yous, we asked our fans to show us theirs. So we designed a slick new TikTok lens for every one of your yous and kicked off the #nourisheveryyou challenge, with the hashtag reaching — checks notes — over 3 billion sets of eyeballs.

NOURISH alert! psa

Then we created several PSA videos tailored to each personality, helping all of your yous — be better yous.

Client: VITAMINWATER
Category: SOCIAL
Agency: ANNEX ATL / havas
Creative Direction: Myself
Art Direction: Guillermo Casanova, Daniel Bear Hunley
Copy: Katie Hughes
Animation: Galen Burke