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Omizu: Meet Mold
Class
IMC 449: Integrated Strategic Messaging as Cultural Currency
Project type
Creative Strategy & Brand Campaign Development
Date
Spring Quarter 2026
Location
Northwestern University -- Medill School of Journalism and Integrated Marketing Communications
Role
Lead Creative
Omizu (brand created specifically for this project) is a self-cleaning smart water bottle designed to simplify hydration and eliminate the stress of maintaining reusable bottles. Using built-in UV-C cleaning technology, the product continuously sanitizes itself and the water inside, helping consumers stay hydrated without worrying about mold, bacteria, or daily cleaning routines.
To launch the brand, our team developed the "Meet Mold" campaign, a disruptive creative concept that personified mold as an unwanted companion in consumers' lives. The campaign was designed to challenge traditional wellness marketing by using humor and discomfort to highlight a problem many people overlook, ultimately positioning Omizu as the effortless solution.
Key Contributions:
- Led campaign concept development
- Developed creative strategy and messaging
- Evaluated audience response and campaign risks
- Presented recommendations for future campaign evolution
- Guided creative direction across campaign touchpoints
