White Claw
Cut Out the Bad Stuff
For a brand all about simplicity and clean ingredients, White Claw had an opportunity to cut through the clutter, literally. This spec campaign leans into the brand’s “nothing extra” attitude by inviting drinkers to cut out what doesn’t serve them, whether it's artificial flavors or everyday annoyances. From crisp print ads to culture-driven posts, the concept flexes across formats with a clean, confident voice that matches the product. Clean drinking, clean creative.
Role: Art Director + Designer, Copywriter: Caroline Webster, Project Type: Spec
Cut Out the Bad Stuff
Set in oddly chaotic or over-the-top moments, these print executions play it straight with White Claw’s signature minimalism. The callout frame says it all: “Cut out the bad stuff,” whether it’s aliens, pirate ships, or a hungry bear at the campsite.
Cut Out the Bad Shots
For one day only, we turn White Claw’s account into a live Photoshop hotline. Fans send in their pictures, and we cut out the bad stuff, exes, photo bombers, and awkward arms. But every “fixed” image comes back with one addition: a perfectly placed can of White Claw.
Cut Out the Bad Plays
White Claw sponsors post-game highlight reels with a fresh spin. Instead of just showcasing the best plays, we help fans laugh off the worst ones, cutting out the fumbles, faceplants, and flops that didn’t make the ESPN recap.
Cut Out the Pollution
This summer activation kicks off with a White Claw–branded beach clean-up called “Let’s Get Lit(ter),” complete with merch and a live DJ set. It’s equal parts eco-conscious and on-brand, proving that cutting out the bad stuff goes beyond ingredients.
