All copywriting
OOH

Warheads
Hurts So Good.

How do you see sour?

Warheads, the beloved sour candy of the ’90s, was on a mission to make a comeback. I created a campaign that brought its abrasively tangy flavor to life through an unexpected sense — sight.

Brand

Warheads

Format

OOH

My role

Concept, copy & art direction

Warheads billboard, a huge field of neon green with tiny type: If you’re straining, you get the idea. Hurts so good.
Warheads subway ad: So intense, it’s hard to focus. Hurts so good. Warheads bus shelter ad with faint green-on-green type: As hard to eat as this is to read. Hurts so good.

Billboard

If you’re straining,
you get the idea.

Subway

So intense,
it’s hard to focus.

Bus shelter

As hard to eat
as this is to read.

Social

Heads up: this one flashes. Tap to play.

Next project

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