Case Study
Campaign Design
Art Direction
Digital & Print
DOOH
©2026
In-house Visual Designer
Berlin, Germany
Website
liqid.de
Liqid ↔ Smart Minds. Smart Money. ↔ A brand campaign built around real people.
About this project
Smart Minds. Smart Money. was LIQID's Q2 2026 brand campaign, one of the recurring campaigns the company runs through the year to reach new customers. The claim was set from the start. The tricky part was timing: the testimonial shoot had already happened before any creative concept existed, so the images were locked before I began and the concept had to work around them.
My role
I started on my own with a one-week deadline, roughing out directions against the material we had. Close to the deadline, a colleague and I pulled five routes together and finalised them, and we pitched those to the team.
The real work was in the testing: making sure a single visual idea held up across a whole cast of portraits that had been shot before any concept existed.
The outcome
The campaign went live across a full channel mix: print in national newspapers and magazines, digital on Meta, Google and native, homepage takeovers, and digital out-of-home in airport lounges. It ran as LIQID's Q2 2026 brand campaign and generated more than 21m impressions, 166k ad clicks, and 43k website sessions.
