Sodastream DUO – Product Test & Social Media Contest
Role: Art Direction & Photography
The Context
In Germany, sparkling water is the default. Order water at a restaurant and you'll get it carbonated unless you specify otherwise. Germans consume it in large quantities, it comes in multiple carbonation levels, and thanks to the Pfand deposit system, buying bottled water costs next to nothing — making it a deeply ingrained habit that's hard to disrupt.
That was the real challenge of this campaign.
The Brief
Introduce the SodaStream DUO to German consumers and make a compelling case for switching — not just on environmental grounds, but on the terms that actually matter to them: convenience, quality, and everyday practicality.
The Approach
The campaign opened with the product's own promise: the DUO packaging reads "Herzlichen Glückwunsch zu einem Leben ohne Schleppen" — congratulations on a life without lugging. Schleppen, the German word for hauling heavy loads, landed immediately. Anyone who has carried cases of sparkling water up four flights of stairs in a building without a lift understood it instantly.
From there, the visual language followed that logic: detailed unboxing photography to establish the premium feel of the product from first contact, and motion sequences to show just how effortless the DUO is to use — the gas cylinder clicks in, the bottle locks, carbonation happens in seconds, and a single button lets you control the level of fizz.
The campaign also included a social giveaway, giving users the chance to win a DUO kit and extending the reach beyond the product test audience.
My Role
Art direction and photography across all campaign assets: unboxing sequence, product detail shots, and visual direction for the animation and social content.
