TAZO Campaign Refresh

Campaign Design & Photoshoot Art Direction

Photography by Annabelle Breakey
In 2022, the TAZO brand team asked us to rethink TAZO’s evergreen “Choose Your Mood” campaign assets to appear more refreshing and enticing on digital platforms and in-store points of sale. We highlighted the tea’s bold flavors using surrealistic styling and vibrant color combinations.

After a rigorous research process on what works best for the brand in-store, iterating mood boards, and conceptualizing the final layouts, we hired photographer Annabelle Breakey to make the tea come to life. I flew to San Francisco and art directed the photoshoot in person, overseeing positioning, lighting, propping, and final editing of the campaign.