LOUD — Taste You Can Hear

Brand development, campaign strategy, scripting, and AI video production.
Concept, direction, copywriting, and edit by Peter Slaney. Imagery and video AI-generated.

I created LOUD, a zero-everything sparkling water, as an end-to-end brand and marketing campaign, taking it from a single idea through a finished hero video and a full set of social content.

The work started with the audience. I identified a Gen Z core, 18 to 27, who have aged out of the earnest, wellness-coded tone legacy sparkling water sells and want a brand with actual personality. Every decision after that was built for how this group scrolls and buys, natively on TikTok, Reels, and Shorts.

From there I handled brand development around one idea: flavor you can hear. Where the category leans on calm, pastel minimalism, LOUD does the opposite, sound-waves ripple through every splash, color runs at maximum saturation, and each flavor becomes its own frequency. I wrote the messaging and voice to match, anchored by the line "nothing in the can, everything in your mouth," which resolves the brand's tension between clean (zero sugar, zero everything) and bold (extreme flavor), under the tagline "Taste you can hear."

On production, I scripted and directed a 37-second 9:16 hero spot, generated the video using AI, then edited the final cut with a full sound design pass, music, SFX, and the sonic identity every brand called LOUD needs to own: the can-crack, the bass hits, the soundwave motif carried from picture into audio. The campaign extends across five distinct flavor identities and a full run of social ads, with copy written to a consistent hook, brand, CTA structure.

LOUD — Taste You Can Hear

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