CURB
CURB is a beverage concept built around the idea that a drink can become something people want to belong to. Rather than building the campaign around refreshment alone, we created a social world shaped by neighborhood energy, friendship, movement, and everyday ritual. The product stays recognizable throughout, while character, color, and real moments give the brand a personality that can live beyond the can.
Deliverables
Creative Direction
Campaign concept
Image Production
Campaign film
Motion
Date
2026
Industry
Beverage / CPG
To give CURB a reason to exist beyond the shelf, we turned the drink into the center of a neighborhood world built around people, place, personality, and belonging.
The campaign moves between product focused imagery and moments that feel caught rather than staged. Friends, sidewalks, corner stores, hands, cans, and flashes of humor create the rhythm of the world while keeping CURB present throughout. Film, motion, and photography were developed from one central campaign idea, giving the brand a connected system that could move between social, retail, outdoor, and launch without losing its personality.
We were interested in what happens when the beverage stops being the entire story. CURB became more interesting when the people, places, and rituals around the can started giving the product meaning.
Tools + Production
Chatgpt Image 2, Midjourney, Seedance