Content Strategy:

Having recently conducted research for our brand positioning, this was our first opportunity to actualize a practical implementation of what we learned and bring it to life in our creative.  

It fell to me to translate the business strategy into executional guidelines for the creative.  I pulled together a set of guardrails, both for our photographers and our internal team, which ultimately became the seed for our Truly brand book, which I also led.

Photography Guidelines:

• Ensure at least one can tab is always popped

• Product must always have condensation

• Avoid neutral colors in props and backgrounds. Always lean into bright, high saturation colors.

• Locations and art direction should feel elevated and premium, without being inaccessible.

• Ensure casting promotes inclusivity and diversity across race, gender identity, sexual preference, and body type.

• When showing people, strive to show more than one: Truly should be portrayed as the center of a social interaction.

• Product should always be the hero, even in lifestyle shots.