KATIE ROSEN

innocent plus marked a new chapter for the brand, a range of vitamin-boosted drinks and some of the brightest products innocent had ever launched. Working with the in-house team, I provided creative direction across the full launch, including the integrated campaign for innocent plus and the now-iconic blue juice. My role focused on guiding the work from early ideas through to filming, live activations and rollout, creating a bold, playful campaign that leaned into colour, curiosity and humour, and helping bring the new range to life across TV, OOH, experiential and retail.