SodaStream Concept Boards >

As part of my role as creative and art director, every now and again I had to present SodaStream with creative concepts that will later be used for TV, print and digital.
When SodaStream appointed Scarlett Johansson to be the brand ambassador, it was the obvious choice to use her as the lead character on some of these creatives.

Spot 1: This concept is relaying on the idea of exaggeration. The movie starts with Scarlett Johansson on a fancy stage, surrounded by circus acts, Broadway dancers, elephants and Santa Claus -  a nod to Coca Cola's extreme use of these icons. As the movie progresses, the stage is stripped from all the different elements, and Johansson is shown in casual attire, standing next to a SodaStream station. The message: All you need is water and a syrup free of all artificial ingredients, everything else is just a show.

Spot 2: Christmas - Johansson is narrating a monologue while walking around a huge, white space populated with white cylinder-shaped stands, with SodaStream machines on them. The spot is shot in black and white, but whenever Johansson touches a machine to prepare a beverage, the machine goes back to its original color, as well as the soda inside the bottle.

Spot 3: Based on Alice In Wonderland. Johansson is having a SodaStream party with all of her imaginary friends. The premise of this spot was 'Use Your Imagination' - explore the versatility of a SodaStream machine while making cocktails, sodas and sparkling water.