Turning Hydration Into a Collectible
Creative Direction / Art Direction
Branding
Digital Campaign
Product Design
UI/UX
Web Design
Motion Design
PRIME Collector Series
Turning Hydration Into a Collectible
Following PRIME X, we evolved the $1 million giveaway into a new kind of collecting experience—one designed around the idea of building your own Hydration Hall of Fame.
Overview
The bottle itself was treated like a collectible object. A single white label design used metallic gold accents, detailed linework and an elevated version of the PRIME identity to immediately differentiate it from the core lineup. That same idea extended throughout the campaign—from CG product imagery and retail concepts to the digital experience and photography.
The creative direction centered around collecting, curation and exclusivity. Instead of the cyberpunk world of PRIME X, Collector Series borrowed visual cues from galleries, museums, auction houses, luxury collectibles and limited-edition packaging. Black, white and metallic gold created a premium visual foundation while custom illustration, display cases, pedestals and exhibit-inspired environments reinforced the idea that every unlock was something worth owning.
The Experience.
From Bottle Cap to Digital Trophy Case Each bottle contained a 12-digit code beneath the cap. Consumers entered the code into the website to reveal the trophy they had unlocked. Instead of accumulating pieces of one larger object, users built a gallery of individual collectibles across categories including Art Collector, Car Collector, Music Collector, Gamer Collector and others. The interface treated each item like an exhibit—displayed inside illuminated glass cases within a virtual gallery.
Every code also awarded points, including duplicate trophies, which gave consumers another incentive to continue collecting. The points could then be redeemed through a merchandise shop for limited-edition Collector Series items. The complete experience included account creation, code entry, trophy reveals, collection tracking, social sharing, merchandise redemption and final winner verification.
The Challenge
Making a Simpler Game Feel Bigger One of the biggest opportunities with Collector Series was also its challenge. The mechanics were intentionally simpler than PRIME X: one bottle design, one type of code interaction and one clear objective. That meant the creative experience had to provide the sense of discovery and progression.
We built that excitement around the idea of unlocking an exhibit. Individual trophies were designed to feel dramatically different from one another while still living inside one cohesive gallery system. Unlock animations and reveal screens celebrated each acquisition, while locked display cases created a constant visual reminder of what remained to be discovered. The UX also needed to make a potentially complicated promotion intuitive—guiding users through eligibility, registration, code entry, collecting, points, rewards and verification without letting the mechanics overwhelm the experience. The onboarding itself reduced the promotion to a few straightforward actions: find the limited-edition bottle, remove the cap, enter the code, collect all 10 trophies and retain the physical caps for verification.
My Role
Designing the Campaign as a Connected System I helped lead the creative direction of Collector Series across the product, campaign and digital experience, with a focus on building one recognizable visual system across every consumer touchpoint. That included the visual direction of the limited-edition bottle, campaign identity, CG imagery, digital experience, promotional assets and talent photography.
For the website, I designed the user experience and interface around the gallery concept—mapping how consumers entered the promotion, submitted codes, discovered new trophies, explored their collection, tracked progress and redeemed points. The experience deliberately used language such as “Curate Your Legacy,” “Curator Check-In,” “Enter Gallery,” and “Explore Your Collection” to extend the campaign idea beyond visual styling and into the actual product experience. The collector concept also became the foundation for the talent photography. Rather than photographing Logan Paul and KSI in a conventional campaign environment, we presented them as oversized collectible action figures inside retail-style display packaging. Each case incorporated exaggerated accessories tied to their personalities and interests, transforming the founders themselves into limited-edition objects within the Collector Series universe.
The Results
Collector Series launched beginning June 2, 2025 across the U.S., U.K., Canada, Australia, France, Germany, Mexico and South Africa, expanding the promotion to eight international markets. Players could continue entering codes through August 1 while supplies lasted, building their collections and earning points toward exclusive Collector Series merchandise.
PRIME Collector Series
Credits
Congo Creative Studio
Previous Project
Turning Hydration Into a Collectible
Creative Direction / Art Direction
Branding
Digital Campaign
Product Design
UI/UX
Web Design
Motion Design
PRIME Collector Series
Turning Hydration Into a Collectible
Following PRIME X, we evolved the $1 million giveaway into a new kind of collecting experience—one designed around the idea of building your own Hydration Hall of Fame.
Overview
The bottle itself was treated like a collectible object. A single white label design used metallic gold accents, detailed linework and an elevated version of the PRIME identity to immediately differentiate it from the core lineup. That same idea extended throughout the campaign—from CG product imagery and retail concepts to the digital experience and photography.
The creative direction centered around collecting, curation and exclusivity. Instead of the cyberpunk world of PRIME X, Collector Series borrowed visual cues from galleries, museums, auction houses, luxury collectibles and limited-edition packaging. Black, white and metallic gold created a premium visual foundation while custom illustration, display cases, pedestals and exhibit-inspired environments reinforced the idea that every unlock was something worth owning.
The Experience.
From Bottle Cap to Digital Trophy Case Each bottle contained a 12-digit code beneath the cap. Consumers entered the code into the website to reveal the trophy they had unlocked. Instead of accumulating pieces of one larger object, users built a gallery of individual collectibles across categories including Art Collector, Car Collector, Music Collector, Gamer Collector and others. The interface treated each item like an exhibit—displayed inside illuminated glass cases within a virtual gallery.
Every code also awarded points, including duplicate trophies, which gave consumers another incentive to continue collecting. The points could then be redeemed through a merchandise shop for limited-edition Collector Series items. The complete experience included account creation, code entry, trophy reveals, collection tracking, social sharing, merchandise redemption and final winner verification.
The Challenge
Making a Simpler Game Feel Bigger One of the biggest opportunities with Collector Series was also its challenge. The mechanics were intentionally simpler than PRIME X: one bottle design, one type of code interaction and one clear objective. That meant the creative experience had to provide the sense of discovery and progression.
We built that excitement around the idea of unlocking an exhibit. Individual trophies were designed to feel dramatically different from one another while still living inside one cohesive gallery system. Unlock animations and reveal screens celebrated each acquisition, while locked display cases created a constant visual reminder of what remained to be discovered. The UX also needed to make a potentially complicated promotion intuitive—guiding users through eligibility, registration, code entry, collecting, points, rewards and verification without letting the mechanics overwhelm the experience. The onboarding itself reduced the promotion to a few straightforward actions: find the limited-edition bottle, remove the cap, enter the code, collect all 10 trophies and retain the physical caps for verification.
My Role
Designing the Campaign as a Connected System I helped lead the creative direction of Collector Series across the product, campaign and digital experience, with a focus on building one recognizable visual system across every consumer touchpoint. That included the visual direction of the limited-edition bottle, campaign identity, CG imagery, digital experience, promotional assets and talent photography.
For the website, I designed the user experience and interface around the gallery concept—mapping how consumers entered the promotion, submitted codes, discovered new trophies, explored their collection, tracked progress and redeemed points. The experience deliberately used language such as “Curate Your Legacy,” “Curator Check-In,” “Enter Gallery,” and “Explore Your Collection” to extend the campaign idea beyond visual styling and into the actual product experience. The collector concept also became the foundation for the talent photography. Rather than photographing Logan Paul and KSI in a conventional campaign environment, we presented them as oversized collectible action figures inside retail-style display packaging. Each case incorporated exaggerated accessories tied to their personalities and interests, transforming the founders themselves into limited-edition objects within the Collector Series universe.
The Results
Collector Series launched beginning June 2, 2025 across the U.S., U.K., Canada, Australia, France, Germany, Mexico and South Africa, expanding the promotion to eight international markets. Players could continue entering codes through August 1 while supplies lasted, building their collections and earning points toward exclusive Collector Series merchandise.
PRIME Collector Series
Credits
Congo Creative Studio
Previous Project
Turning Hydration Into a Collectible
Creative Direction / Art Direction
Branding
Digital Campaign
Product Design
UI/UX
Web Design
Motion Design
PRIME Collector Series
Turning Hydration Into a Collectible
Following PRIME X, we evolved the $1 million giveaway into a new kind of collecting experience—one designed around the idea of building your own Hydration Hall of Fame.
Overview
The bottle itself was treated like a collectible object. A single white label design used metallic gold accents, detailed linework and an elevated version of the PRIME identity to immediately differentiate it from the core lineup. That same idea extended throughout the campaign—from CG product imagery and retail concepts to the digital experience and photography.
The creative direction centered around collecting, curation and exclusivity. Instead of the cyberpunk world of PRIME X, Collector Series borrowed visual cues from galleries, museums, auction houses, luxury collectibles and limited-edition packaging. Black, white and metallic gold created a premium visual foundation while custom illustration, display cases, pedestals and exhibit-inspired environments reinforced the idea that every unlock was something worth owning.
The Experience.
From Bottle Cap to Digital Trophy Case Each bottle contained a 12-digit code beneath the cap. Consumers entered the code into the website to reveal the trophy they had unlocked. Instead of accumulating pieces of one larger object, users built a gallery of individual collectibles across categories including Art Collector, Car Collector, Music Collector, Gamer Collector and others. The interface treated each item like an exhibit—displayed inside illuminated glass cases within a virtual gallery.
Every code also awarded points, including duplicate trophies, which gave consumers another incentive to continue collecting. The points could then be redeemed through a merchandise shop for limited-edition Collector Series items. The complete experience included account creation, code entry, trophy reveals, collection tracking, social sharing, merchandise redemption and final winner verification.
The Challenge
Making a Simpler Game Feel Bigger One of the biggest opportunities with Collector Series was also its challenge. The mechanics were intentionally simpler than PRIME X: one bottle design, one type of code interaction and one clear objective. That meant the creative experience had to provide the sense of discovery and progression.
We built that excitement around the idea of unlocking an exhibit. Individual trophies were designed to feel dramatically different from one another while still living inside one cohesive gallery system. Unlock animations and reveal screens celebrated each acquisition, while locked display cases created a constant visual reminder of what remained to be discovered. The UX also needed to make a potentially complicated promotion intuitive—guiding users through eligibility, registration, code entry, collecting, points, rewards and verification without letting the mechanics overwhelm the experience. The onboarding itself reduced the promotion to a few straightforward actions: find the limited-edition bottle, remove the cap, enter the code, collect all 10 trophies and retain the physical caps for verification.
My Role
Designing the Campaign as a Connected System I helped lead the creative direction of Collector Series across the product, campaign and digital experience, with a focus on building one recognizable visual system across every consumer touchpoint. That included the visual direction of the limited-edition bottle, campaign identity, CG imagery, digital experience, promotional assets and talent photography.
For the website, I designed the user experience and interface around the gallery concept—mapping how consumers entered the promotion, submitted codes, discovered new trophies, explored their collection, tracked progress and redeemed points. The experience deliberately used language such as “Curate Your Legacy,” “Curator Check-In,” “Enter Gallery,” and “Explore Your Collection” to extend the campaign idea beyond visual styling and into the actual product experience. The collector concept also became the foundation for the talent photography. Rather than photographing Logan Paul and KSI in a conventional campaign environment, we presented them as oversized collectible action figures inside retail-style display packaging. Each case incorporated exaggerated accessories tied to their personalities and interests, transforming the founders themselves into limited-edition objects within the Collector Series universe.
The Results
Collector Series launched beginning June 2, 2025 across the U.S., U.K., Canada, Australia, France, Germany, Mexico and South Africa, expanding the promotion to eight international markets. Players could continue entering codes through August 1 while supplies lasted, building their collections and earning points toward exclusive Collector Series merchandise.
PRIME Collector Series
Credits
Congo Creative Studio
Previous Project
Turning Hydration Into a Collectible
Creative Direction / Art Direction
Branding
Digital Campaign
Product Design
UI/UX
Web Design
Motion Design
PRIME Collector Series
Turning Hydration Into a Collectible
Following PRIME X, we evolved the $1 million giveaway into a new kind of collecting experience—one designed around the idea of building your own Hydration Hall of Fame.
Overview
The bottle itself was treated like a collectible object. A single white label design used metallic gold accents, detailed linework and an elevated version of the PRIME identity to immediately differentiate it from the core lineup. That same idea extended throughout the campaign—from CG product imagery and retail concepts to the digital experience and photography.
The creative direction centered around collecting, curation and exclusivity. Instead of the cyberpunk world of PRIME X, Collector Series borrowed visual cues from galleries, museums, auction houses, luxury collectibles and limited-edition packaging. Black, white and metallic gold created a premium visual foundation while custom illustration, display cases, pedestals and exhibit-inspired environments reinforced the idea that every unlock was something worth owning.
The Experience.
From Bottle Cap to Digital Trophy Case Each bottle contained a 12-digit code beneath the cap. Consumers entered the code into the website to reveal the trophy they had unlocked. Instead of accumulating pieces of one larger object, users built a gallery of individual collectibles across categories including Art Collector, Car Collector, Music Collector, Gamer Collector and others. The interface treated each item like an exhibit—displayed inside illuminated glass cases within a virtual gallery.
Every code also awarded points, including duplicate trophies, which gave consumers another incentive to continue collecting. The points could then be redeemed through a merchandise shop for limited-edition Collector Series items. The complete experience included account creation, code entry, trophy reveals, collection tracking, social sharing, merchandise redemption and final winner verification.
The Challenge
Making a Simpler Game Feel Bigger One of the biggest opportunities with Collector Series was also its challenge. The mechanics were intentionally simpler than PRIME X: one bottle design, one type of code interaction and one clear objective. That meant the creative experience had to provide the sense of discovery and progression.
We built that excitement around the idea of unlocking an exhibit. Individual trophies were designed to feel dramatically different from one another while still living inside one cohesive gallery system. Unlock animations and reveal screens celebrated each acquisition, while locked display cases created a constant visual reminder of what remained to be discovered. The UX also needed to make a potentially complicated promotion intuitive—guiding users through eligibility, registration, code entry, collecting, points, rewards and verification without letting the mechanics overwhelm the experience. The onboarding itself reduced the promotion to a few straightforward actions: find the limited-edition bottle, remove the cap, enter the code, collect all 10 trophies and retain the physical caps for verification.
My Role
Designing the Campaign as a Connected System I helped lead the creative direction of Collector Series across the product, campaign and digital experience, with a focus on building one recognizable visual system across every consumer touchpoint. That included the visual direction of the limited-edition bottle, campaign identity, CG imagery, digital experience, promotional assets and talent photography.
For the website, I designed the user experience and interface around the gallery concept—mapping how consumers entered the promotion, submitted codes, discovered new trophies, explored their collection, tracked progress and redeemed points. The experience deliberately used language such as “Curate Your Legacy,” “Curator Check-In,” “Enter Gallery,” and “Explore Your Collection” to extend the campaign idea beyond visual styling and into the actual product experience. The collector concept also became the foundation for the talent photography. Rather than photographing Logan Paul and KSI in a conventional campaign environment, we presented them as oversized collectible action figures inside retail-style display packaging. Each case incorporated exaggerated accessories tied to their personalities and interests, transforming the founders themselves into limited-edition objects within the Collector Series universe.
The Results
Collector Series launched beginning June 2, 2025 across the U.S., U.K., Canada, Australia, France, Germany, Mexico and South Africa, expanding the promotion to eight international markets. Players could continue entering codes through August 1 while supplies lasted, building their collections and earning points toward exclusive Collector Series merchandise.
PRIME Collector Series
Credits
Congo Creative Studio
Previous Project
Turning Hydration Into a Collectible
Creative Direction / Art Direction
Branding
Digital Campaign
Product Design
UI/UX
Web Design
Motion Design
PRIME Collector Series
Turning Hydration Into a Collectible
Following PRIME X, we evolved the $1 million giveaway into a new kind of collecting experience—one designed around the idea of building your own Hydration Hall of Fame.
Overview
The bottle itself was treated like a collectible object. A single white label design used metallic gold accents, detailed linework and an elevated version of the PRIME identity to immediately differentiate it from the core lineup. That same idea extended throughout the campaign—from CG product imagery and retail concepts to the digital experience and photography.
The creative direction centered around collecting, curation and exclusivity. Instead of the cyberpunk world of PRIME X, Collector Series borrowed visual cues from galleries, museums, auction houses, luxury collectibles and limited-edition packaging. Black, white and metallic gold created a premium visual foundation while custom illustration, display cases, pedestals and exhibit-inspired environments reinforced the idea that every unlock was something worth owning.
The Experience.
From Bottle Cap to Digital Trophy Case Each bottle contained a 12-digit code beneath the cap. Consumers entered the code into the website to reveal the trophy they had unlocked. Instead of accumulating pieces of one larger object, users built a gallery of individual collectibles across categories including Art Collector, Car Collector, Music Collector, Gamer Collector and others. The interface treated each item like an exhibit—displayed inside illuminated glass cases within a virtual gallery.
Every code also awarded points, including duplicate trophies, which gave consumers another incentive to continue collecting. The points could then be redeemed through a merchandise shop for limited-edition Collector Series items. The complete experience included account creation, code entry, trophy reveals, collection tracking, social sharing, merchandise redemption and final winner verification.
The Challenge
Making a Simpler Game Feel Bigger One of the biggest opportunities with Collector Series was also its challenge. The mechanics were intentionally simpler than PRIME X: one bottle design, one type of code interaction and one clear objective. That meant the creative experience had to provide the sense of discovery and progression.
We built that excitement around the idea of unlocking an exhibit. Individual trophies were designed to feel dramatically different from one another while still living inside one cohesive gallery system. Unlock animations and reveal screens celebrated each acquisition, while locked display cases created a constant visual reminder of what remained to be discovered. The UX also needed to make a potentially complicated promotion intuitive—guiding users through eligibility, registration, code entry, collecting, points, rewards and verification without letting the mechanics overwhelm the experience. The onboarding itself reduced the promotion to a few straightforward actions: find the limited-edition bottle, remove the cap, enter the code, collect all 10 trophies and retain the physical caps for verification.
My Role
Designing the Campaign as a Connected System I helped lead the creative direction of Collector Series across the product, campaign and digital experience, with a focus on building one recognizable visual system across every consumer touchpoint. That included the visual direction of the limited-edition bottle, campaign identity, CG imagery, digital experience, promotional assets and talent photography.
For the website, I designed the user experience and interface around the gallery concept—mapping how consumers entered the promotion, submitted codes, discovered new trophies, explored their collection, tracked progress and redeemed points. The experience deliberately used language such as “Curate Your Legacy,” “Curator Check-In,” “Enter Gallery,” and “Explore Your Collection” to extend the campaign idea beyond visual styling and into the actual product experience. The collector concept also became the foundation for the talent photography. Rather than photographing Logan Paul and KSI in a conventional campaign environment, we presented them as oversized collectible action figures inside retail-style display packaging. Each case incorporated exaggerated accessories tied to their personalities and interests, transforming the founders themselves into limited-edition objects within the Collector Series universe.
The Results
Collector Series launched beginning June 2, 2025 across the U.S., U.K., Canada, Australia, France, Germany, Mexico and South Africa, expanding the promotion to eight international markets. Players could continue entering codes through August 1 while supplies lasted, building their collections and earning points toward exclusive Collector Series merchandise.
PRIME Collector Series
Credits
Congo Creative Studio
Previous Project
Turning Hydration Into a Collectible
Creative Direction / Art Direction
Branding
Digital Campaign
Product Design
UI/UX
Web Design
Motion Design
PRIME Collector Series
Turning Hydration Into a Collectible
Following PRIME X, we evolved the $1 million giveaway into a new kind of collecting experience—one designed around the idea of building your own Hydration Hall of Fame.
Overview
The bottle itself was treated like a collectible object. A single white label design used metallic gold accents, detailed linework and an elevated version of the PRIME identity to immediately differentiate it from the core lineup. That same idea extended throughout the campaign—from CG product imagery and retail concepts to the digital experience and photography.
The creative direction centered around collecting, curation and exclusivity. Instead of the cyberpunk world of PRIME X, Collector Series borrowed visual cues from galleries, museums, auction houses, luxury collectibles and limited-edition packaging. Black, white and metallic gold created a premium visual foundation while custom illustration, display cases, pedestals and exhibit-inspired environments reinforced the idea that every unlock was something worth owning.
The Experience.
From Bottle Cap to Digital Trophy Case Each bottle contained a 12-digit code beneath the cap. Consumers entered the code into the website to reveal the trophy they had unlocked. Instead of accumulating pieces of one larger object, users built a gallery of individual collectibles across categories including Art Collector, Car Collector, Music Collector, Gamer Collector and others. The interface treated each item like an exhibit—displayed inside illuminated glass cases within a virtual gallery.
Every code also awarded points, including duplicate trophies, which gave consumers another incentive to continue collecting. The points could then be redeemed through a merchandise shop for limited-edition Collector Series items. The complete experience included account creation, code entry, trophy reveals, collection tracking, social sharing, merchandise redemption and final winner verification.
The Challenge
Making a Simpler Game Feel Bigger One of the biggest opportunities with Collector Series was also its challenge. The mechanics were intentionally simpler than PRIME X: one bottle design, one type of code interaction and one clear objective. That meant the creative experience had to provide the sense of discovery and progression.
We built that excitement around the idea of unlocking an exhibit. Individual trophies were designed to feel dramatically different from one another while still living inside one cohesive gallery system. Unlock animations and reveal screens celebrated each acquisition, while locked display cases created a constant visual reminder of what remained to be discovered. The UX also needed to make a potentially complicated promotion intuitive—guiding users through eligibility, registration, code entry, collecting, points, rewards and verification without letting the mechanics overwhelm the experience. The onboarding itself reduced the promotion to a few straightforward actions: find the limited-edition bottle, remove the cap, enter the code, collect all 10 trophies and retain the physical caps for verification.
My Role
Designing the Campaign as a Connected System I helped lead the creative direction of Collector Series across the product, campaign and digital experience, with a focus on building one recognizable visual system across every consumer touchpoint. That included the visual direction of the limited-edition bottle, campaign identity, CG imagery, digital experience, promotional assets and talent photography.
For the website, I designed the user experience and interface around the gallery concept—mapping how consumers entered the promotion, submitted codes, discovered new trophies, explored their collection, tracked progress and redeemed points. The experience deliberately used language such as “Curate Your Legacy,” “Curator Check-In,” “Enter Gallery,” and “Explore Your Collection” to extend the campaign idea beyond visual styling and into the actual product experience. The collector concept also became the foundation for the talent photography. Rather than photographing Logan Paul and KSI in a conventional campaign environment, we presented them as oversized collectible action figures inside retail-style display packaging. Each case incorporated exaggerated accessories tied to their personalities and interests, transforming the founders themselves into limited-edition objects within the Collector Series universe.
The Results
Collector Series launched beginning June 2, 2025 across the U.S., U.K., Canada, Australia, France, Germany, Mexico and South Africa, expanding the promotion to eight international markets. Players could continue entering codes through August 1 while supplies lasted, building their collections and earning points toward exclusive Collector Series merchandise.
PRIME Collector Series
Credits
Congo Creative Studio
Previous Project
Turning Hydration Into a Collectible
Creative Direction / Art Direction
Branding
Digital Campaign
Product Design
UI/UX
Web Design
Motion Design
PRIME Collector Series
Turning Hydration Into a Collectible
Following PRIME X, we evolved the $1 million giveaway into a new kind of collecting experience—one designed around the idea of building your own Hydration Hall of Fame.
Overview
The bottle itself was treated like a collectible object. A single white label design used metallic gold accents, detailed linework and an elevated version of the PRIME identity to immediately differentiate it from the core lineup. That same idea extended throughout the campaign—from CG product imagery and retail concepts to the digital experience and photography.
The creative direction centered around collecting, curation and exclusivity. Instead of the cyberpunk world of PRIME X, Collector Series borrowed visual cues from galleries, museums, auction houses, luxury collectibles and limited-edition packaging. Black, white and metallic gold created a premium visual foundation while custom illustration, display cases, pedestals and exhibit-inspired environments reinforced the idea that every unlock was something worth owning.
The Experience.
From Bottle Cap to Digital Trophy Case Each bottle contained a 12-digit code beneath the cap. Consumers entered the code into the website to reveal the trophy they had unlocked. Instead of accumulating pieces of one larger object, users built a gallery of individual collectibles across categories including Art Collector, Car Collector, Music Collector, Gamer Collector and others. The interface treated each item like an exhibit—displayed inside illuminated glass cases within a virtual gallery.
Every code also awarded points, including duplicate trophies, which gave consumers another incentive to continue collecting. The points could then be redeemed through a merchandise shop for limited-edition Collector Series items. The complete experience included account creation, code entry, trophy reveals, collection tracking, social sharing, merchandise redemption and final winner verification.
The Challenge
Making a Simpler Game Feel Bigger One of the biggest opportunities with Collector Series was also its challenge. The mechanics were intentionally simpler than PRIME X: one bottle design, one type of code interaction and one clear objective. That meant the creative experience had to provide the sense of discovery and progression.
We built that excitement around the idea of unlocking an exhibit. Individual trophies were designed to feel dramatically different from one another while still living inside one cohesive gallery system. Unlock animations and reveal screens celebrated each acquisition, while locked display cases created a constant visual reminder of what remained to be discovered. The UX also needed to make a potentially complicated promotion intuitive—guiding users through eligibility, registration, code entry, collecting, points, rewards and verification without letting the mechanics overwhelm the experience. The onboarding itself reduced the promotion to a few straightforward actions: find the limited-edition bottle, remove the cap, enter the code, collect all 10 trophies and retain the physical caps for verification.
My Role
Designing the Campaign as a Connected System I helped lead the creative direction of Collector Series across the product, campaign and digital experience, with a focus on building one recognizable visual system across every consumer touchpoint. That included the visual direction of the limited-edition bottle, campaign identity, CG imagery, digital experience, promotional assets and talent photography.
For the website, I designed the user experience and interface around the gallery concept—mapping how consumers entered the promotion, submitted codes, discovered new trophies, explored their collection, tracked progress and redeemed points. The experience deliberately used language such as “Curate Your Legacy,” “Curator Check-In,” “Enter Gallery,” and “Explore Your Collection” to extend the campaign idea beyond visual styling and into the actual product experience. The collector concept also became the foundation for the talent photography. Rather than photographing Logan Paul and KSI in a conventional campaign environment, we presented them as oversized collectible action figures inside retail-style display packaging. Each case incorporated exaggerated accessories tied to their personalities and interests, transforming the founders themselves into limited-edition objects within the Collector Series universe.
The Results
Collector Series launched beginning June 2, 2025 across the U.S., U.K., Canada, Australia, France, Germany, Mexico and South Africa, expanding the promotion to eight international markets. Players could continue entering codes through August 1 while supplies lasted, building their collections and earning points toward exclusive Collector Series merchandise.
PRIME Collector Series
Credits
Congo Creative Studio
Previous Project
Turning Hydration Into a Collectible
Creative Direction / Art Direction
Branding
Digital Campaign
Product Design
UI/UX
Web Design
Motion Design
PRIME Collector Series
Turning Hydration Into a Collectible
Following PRIME X, we evolved the $1 million giveaway into a new kind of collecting experience—one designed around the idea of building your own Hydration Hall of Fame.
Overview
The bottle itself was treated like a collectible object. A single white label design used metallic gold accents, detailed linework and an elevated version of the PRIME identity to immediately differentiate it from the core lineup. That same idea extended throughout the campaign—from CG product imagery and retail concepts to the digital experience and photography.
The creative direction centered around collecting, curation and exclusivity. Instead of the cyberpunk world of PRIME X, Collector Series borrowed visual cues from galleries, museums, auction houses, luxury collectibles and limited-edition packaging. Black, white and metallic gold created a premium visual foundation while custom illustration, display cases, pedestals and exhibit-inspired environments reinforced the idea that every unlock was something worth owning.
The Experience.
From Bottle Cap to Digital Trophy Case Each bottle contained a 12-digit code beneath the cap. Consumers entered the code into the website to reveal the trophy they had unlocked. Instead of accumulating pieces of one larger object, users built a gallery of individual collectibles across categories including Art Collector, Car Collector, Music Collector, Gamer Collector and others. The interface treated each item like an exhibit—displayed inside illuminated glass cases within a virtual gallery.
Every code also awarded points, including duplicate trophies, which gave consumers another incentive to continue collecting. The points could then be redeemed through a merchandise shop for limited-edition Collector Series items. The complete experience included account creation, code entry, trophy reveals, collection tracking, social sharing, merchandise redemption and final winner verification.
The Challenge
Making a Simpler Game Feel Bigger One of the biggest opportunities with Collector Series was also its challenge. The mechanics were intentionally simpler than PRIME X: one bottle design, one type of code interaction and one clear objective. That meant the creative experience had to provide the sense of discovery and progression.
We built that excitement around the idea of unlocking an exhibit. Individual trophies were designed to feel dramatically different from one another while still living inside one cohesive gallery system. Unlock animations and reveal screens celebrated each acquisition, while locked display cases created a constant visual reminder of what remained to be discovered. The UX also needed to make a potentially complicated promotion intuitive—guiding users through eligibility, registration, code entry, collecting, points, rewards and verification without letting the mechanics overwhelm the experience. The onboarding itself reduced the promotion to a few straightforward actions: find the limited-edition bottle, remove the cap, enter the code, collect all 10 trophies and retain the physical caps for verification.
My Role
Designing the Campaign as a Connected System I helped lead the creative direction of Collector Series across the product, campaign and digital experience, with a focus on building one recognizable visual system across every consumer touchpoint. That included the visual direction of the limited-edition bottle, campaign identity, CG imagery, digital experience, promotional assets and talent photography.
For the website, I designed the user experience and interface around the gallery concept—mapping how consumers entered the promotion, submitted codes, discovered new trophies, explored their collection, tracked progress and redeemed points. The experience deliberately used language such as “Curate Your Legacy,” “Curator Check-In,” “Enter Gallery,” and “Explore Your Collection” to extend the campaign idea beyond visual styling and into the actual product experience. The collector concept also became the foundation for the talent photography. Rather than photographing Logan Paul and KSI in a conventional campaign environment, we presented them as oversized collectible action figures inside retail-style display packaging. Each case incorporated exaggerated accessories tied to their personalities and interests, transforming the founders themselves into limited-edition objects within the Collector Series universe.
The Results
Collector Series launched beginning June 2, 2025 across the U.S., U.K., Canada, Australia, France, Germany, Mexico and South Africa, expanding the promotion to eight international markets. Players could continue entering codes through August 1 while supplies lasted, building their collections and earning points toward exclusive Collector Series merchandise.
PRIME Collector Series
Credits
Congo Creative Studio
Previous Project
Turning Hydration Into a Collectible
Creative Direction / Art Direction
Branding
Digital Campaign
Product Design
UI/UX
Web Design
Motion Design
PRIME Collector Series
Turning Hydration Into a Collectible
Following PRIME X, we evolved the $1 million giveaway into a new kind of collecting experience—one designed around the idea of building your own Hydration Hall of Fame.
Overview
The bottle itself was treated like a collectible object. A single white label design used metallic gold accents, detailed linework and an elevated version of the PRIME identity to immediately differentiate it from the core lineup. That same idea extended throughout the campaign—from CG product imagery and retail concepts to the digital experience and photography.
The creative direction centered around collecting, curation and exclusivity. Instead of the cyberpunk world of PRIME X, Collector Series borrowed visual cues from galleries, museums, auction houses, luxury collectibles and limited-edition packaging. Black, white and metallic gold created a premium visual foundation while custom illustration, display cases, pedestals and exhibit-inspired environments reinforced the idea that every unlock was something worth owning.
The Experience.
From Bottle Cap to Digital Trophy Case Each bottle contained a 12-digit code beneath the cap. Consumers entered the code into the website to reveal the trophy they had unlocked. Instead of accumulating pieces of one larger object, users built a gallery of individual collectibles across categories including Art Collector, Car Collector, Music Collector, Gamer Collector and others. The interface treated each item like an exhibit—displayed inside illuminated glass cases within a virtual gallery.
Every code also awarded points, including duplicate trophies, which gave consumers another incentive to continue collecting. The points could then be redeemed through a merchandise shop for limited-edition Collector Series items. The complete experience included account creation, code entry, trophy reveals, collection tracking, social sharing, merchandise redemption and final winner verification.
The Challenge
Making a Simpler Game Feel Bigger One of the biggest opportunities with Collector Series was also its challenge. The mechanics were intentionally simpler than PRIME X: one bottle design, one type of code interaction and one clear objective. That meant the creative experience had to provide the sense of discovery and progression.
We built that excitement around the idea of unlocking an exhibit. Individual trophies were designed to feel dramatically different from one another while still living inside one cohesive gallery system. Unlock animations and reveal screens celebrated each acquisition, while locked display cases created a constant visual reminder of what remained to be discovered. The UX also needed to make a potentially complicated promotion intuitive—guiding users through eligibility, registration, code entry, collecting, points, rewards and verification without letting the mechanics overwhelm the experience. The onboarding itself reduced the promotion to a few straightforward actions: find the limited-edition bottle, remove the cap, enter the code, collect all 10 trophies and retain the physical caps for verification.
My Role
Designing the Campaign as a Connected System I helped lead the creative direction of Collector Series across the product, campaign and digital experience, with a focus on building one recognizable visual system across every consumer touchpoint. That included the visual direction of the limited-edition bottle, campaign identity, CG imagery, digital experience, promotional assets and talent photography.
For the website, I designed the user experience and interface around the gallery concept—mapping how consumers entered the promotion, submitted codes, discovered new trophies, explored their collection, tracked progress and redeemed points. The experience deliberately used language such as “Curate Your Legacy,” “Curator Check-In,” “Enter Gallery,” and “Explore Your Collection” to extend the campaign idea beyond visual styling and into the actual product experience. The collector concept also became the foundation for the talent photography. Rather than photographing Logan Paul and KSI in a conventional campaign environment, we presented them as oversized collectible action figures inside retail-style display packaging. Each case incorporated exaggerated accessories tied to their personalities and interests, transforming the founders themselves into limited-edition objects within the Collector Series universe.
The Results
Collector Series launched beginning June 2, 2025 across the U.S., U.K., Canada, Australia, France, Germany, Mexico and South Africa, expanding the promotion to eight international markets. Players could continue entering codes through August 1 while supplies lasted, building their collections and earning points toward exclusive Collector Series merchandise.
PRIME Collector Series
Credits
Congo Creative Studio
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