A concept study that reimagines tonic water advertising through taste instead of lifestyle
Drinks advertising has settled into a narrow repertoire: refreshment, sunlight, people having a good time. Collective Agency took Schweppes as the subject of a self-initiated concept study — an exploration of what the brand’s future advertising aesthetic could look like if the taste itself, rather than a lifestyle, became the starting point. The result is an abstract, atmospheric and sensory visual language that makes the product tangible through perception rather than situation.
Client
Schweppes
Year
2026
Services
Videography / Photography | Brand Strategy
Technically the piece is a study in itself. AI-generated content and conventional film footage interlock so closely that the transitions deliberately blur — synthetic and real imagery merge into a single visual language rather than sitting next to each other. That combination is what made the aesthetic possible: new tools compress the production process and at the same time allow a level of craft that would have been hard to reach at this budget only a few years ago. The images do not explain the product. They let it be felt — abstract, atmospheric, and closer to perfume advertising than to the drinks aisle.
