TRU Matcha | Lifestyle Launch Campaign
TRU Matcha is a concept campaign created for a modern wellness brand, positioning matcha as part of an elevated everyday lifestyle rather than simply a beverage.
Inspired by the visual language of brands like Alo Yoga and Erewhon, the campaign blends fashion, coastal living, and specialty beverages to create imagery that feels organic, social-first, and aspirational. The focus was on building a lifestyle around the product—capturing moments people want to be part of rather than traditional product advertising.
Deliverables: Creative Direction • AI Image Generation • Brand Storytelling • Lifestyle Campaign Development
