Liquid Death Certified Smarter Water
ALEXA ACTIVATION
US Executive Creative Director
Amazon, Brand Innovation Lab
2025
Corners of the internet think water can retain memory. So we partnered with Liquid Death to create Certified Smarter Water—cans "programmed" by Alexa reading textbooks aloud, to help students cheat through college one sip at a time.
We created 500 limited-edition packs available on Amazon, each infused with knowledge spanning psychology, economics, music history, quantum physics, and more. Beyond the pre-programmed packs, we built an Alexa skill that let anyone turn their Liquid Death into Smarter Water at home—just say "Alexa, make my Liquid Death smarter," pick a topic, and Alexa speed-reads all that knowledge to your can.
The campaign amplified across Amazon's ecosystem through display media, social content, and on-platform placements, turning a TikTok meme into a back-to-college moment that made studying optional.
FILM
ALEXA BRANDED EXPERIENCE
AMAZON BRAND STORE EXPERIENCE
LIMITED-EDITION CERTIFIED SMARTER WATER
PRESS
Ad Age
Muse by Clios
Stack3d
Nerd News Social
Dexerto
LD CREDITS
Founder/CEO
Mike Cessario
SVP Marketing
Dan Murphy
VP of Creative
Andy Pearson
VP of Marketing
Greg Fass
VP of Design
Frank Dresmé
Creative Director
Will Carsola
Associate Creative Director
Stu Golley
Director of Brand
Tia Sherwood
Brand Manager
Jeanne Irwin
Senior Nihilist
Brendan Kelly
Senior Graphic Designer
Kellen Breen
Designer
Michael Vickers
Director
Andy Pearson
Senior Producer
Zoe Andrikidis
Senior Producer
Cookie Walukas
Producer
Rylee Brown
Director of Photography
Kelsey Talton
Production Designer
Mike Maltz
Editing
Tyler Beasley
Color
Company 3
BIL CREDITS
Head of US Endemic
Alec Brinegar
Head of US Grocery
Greg Wacks
US Executive Creative Director
Joseph Delhommer
Sponsorships Lead
Stephanie Jacobson
Sr. Copywriter
Victoria Spagnuolo
Sr. Art Director
Chris Petersen
IX Designer
Bobby Sutra
Cassie Xu
Design Technologist
Alec Kunkel
Marie Hughes
Josh Marsh
Sr. Solutions Manager
Roey Feuerstein
Global Sr Marketing Manager
Gina Avila
Account Team
Ryan Boyle
Spencer North
Jess Garfinkel
Lyle Sarembock
Creative Campaign Manager
Jessica Restaino
Amazon Retail
Emily Williams
Jose Rivera
Alexa BEA
Paul Hillyer
Aimee Rancer
Sean Kang
Alexa Marketing
Kelsey Stokes
Jake Levitt
Paige Kutzera
Edwin Lee
PR
Lauren Jones
Kerry Hall