Liquid I.V.:
The Glitch Bodega
• THE BRIEF
How do you make a functional hydration product feel like the main character of New York Fashion Week?
Liquid I.V. was launching their Sugar-Free Energy Multiplier during one of the most overstimulated weeks in New York. The brief: cut through the noise and make a hydration stick feel culturally relevant to a fashion-obsessed audience.
• THE CLIENT
Liquid I.V.
• MY ROLE
Senior Art Director | NVE Experience Agency
• THE CHALLENGE
Fashion Week is one of the most overstimulated moments in New York's calendar. Liquid I.V. was launching their Sugar-Free Energy Multiplier for the first time: a product positioned as clean, sustained energy without the jitters and crashes that come with coffee.
Our challenge: to make "Ditch the Glitch" feel less like a functional benefit and more like a cultural movement people actually wanted to be part of.
• THE EXECUTION
We built an immersive experience that turned the chaos of traditional energy drinks into a literal, physical space, then showed you the way out. The entire experience was timed for NYFW: Fashion Week chaos became the perfect proof point for why you need energy that doesn't make you glitch.
THE JOURNEY HAD THREE ACTS
A disorienting bodega simulating what bad energy feels like. Glitching neon signs, chaotic visuals, the jittery overstimulation of coffee and traditional energy drinks made spatial.
A transformative portal between chaos and clarity. The moment you decide to leave the crash behind.
A vibrant, grounded bodega stocked with good vibes instead of bad energy. Interactive experiences included the Crash Confessional (record your coffee horror stories), the Energy Bank ATM (dispense clean energy based on your needs), and merch lotto tickets for limited-edition gear designed with NYC's Jeff Staple.
• MY ROLE
I owned the creative wrapper, narrative structure, and concept development for all the touchpoints, shaping how The Glitch (chaos), The Ditch (the moment you realize coffee is a trap), and The Good Energy Grocer (salvation in bodega form) would actually feel and flow.
I concepted the interactive installations like the Crash Confessional (confess your caffeine sins on camera) and the Energy Bank ATM (dispense clean energy based on your actual needs: social stamina, focus, better mood, physical energy).
I also partnered with strategy to make sure our ideas could survive a client presentation without getting watered down into something forgettable.
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• RESULTS
1,521 in-person attendees across 3 days (Sept 12-14, 2025)
10,685 product samples distributed
676 photo moments captured
18.6M+ Instagram views through influencer amplification and UGC
• TEAM CREDITS
Creative Director: Jen Kadragich
Concept Team: Veronika Watson-Kuc (art) & Radel Huley (copy)
Experiential Designer: Haena Yoo
Graphics: Ally Zizzo
Lighting Designer: Carl Everett
Audio Designer: Daniella Hart
