Work / TRACTOR BEV. CO

Case 06 / 10

Campaign

2024

TRACTOR

KLARNA.

Building brand awareness for an organic drink most people meet as an unlabeled fountain pour.

Building brand awareness for an organic drink most people meet as an unlabeled fountain pour.

Client: TRACTOR BEV. CO. ✶ Role: Designer, Art Director ✶ Project: Social Content & STUDIO SHOOT ✶ Year: 2023

Client: TRACTOR BEV. CO. ✶ Role: Designer, Art Director ✶ Project: Social Content & STUDIO SHOOT ✶ Year: 2023

MARKET A PRODUCT PEOPLE CANNOT BUY IN STORES.

MARKET A PRODUCT PEOPLE CANNOT BUY IN STORES.

Tractor's organic beverages live in restaurants like Chipotle, not on shelves, so most people meet the brand as an unlabeled fountain drink. I led art direction across social and production, from evergreen content that told the farm-to-flavor story to multi-day shoots like Savor the Sun, a sun-soaked, transportive visual world styled down to the prop. The tone stayed playful and human so the brand felt approachable without losing flavor.

Tractor's organic beverages live in restaurants like Chipotle, not on shelves, so most people meet the brand as an unlabeled fountain drink. I led art direction across social and production, from evergreen content that told the farm-to-flavor story to multi-day shoots like Savor the Sun, a sun-soaked, transportive visual world styled down to the prop. The tone stayed playful and human so the brand felt approachable without losing flavor.

MAKE PEOPLE CRAVE A DRINK THEY CANNOT EVEN NAME YET.

MAKE PEOPLE CRAVE A DRINK THEY CANNOT EVEN NAME YET.

Savor The Sun

I led art direction and styling for Savor the Sun, a multi-day studio shoot inspired by Tractor’s farmer-owned roots and the journey behind each flavor.

We built a lush, transportive visual world. Every setup was styled to evoke the feeling of sipping your way through paradise. From prop sourcing to scene composition, I crafted every detail to bring the brand’s sun-soaked story to life across photo and video.

Along with the videos, we

created graphics using the

photography we captured.

Evergreen
Beyond production shoots, I served as the art director leading the ideation and execution of social content.

I worked closely with writers, strategists, and designers to shape a playful, human tone that made the brand feel approachable and fun.

0.0B

Impressions

0M

People reached through paid campaigns

0K

Link clicks

across organic and paid social content

The throughline

Made a product people couldn’t buy in stores feel worth craving anyway.

Made a product people couldn't buy in stores feel worth craving anyway.

Made an invisible product visible

Most people had never seen Tractor outside a fountain nozzle. The photography gave the brand a face.

One shoot, months of content

Savor the Sun's photography became the source material for the graphics, campaigns, and evergreen posts that followed.

A brand voice people actually replied to

The playful, punny tone wasn't decoration — it's why customers left real testimonials the account could repost.

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