Turning a Billion-Bottle Milestone Into a Global Experience
Creative Direction / Art Direction
Branding
Motion Design
Digital Campaign
Product Design
PRIME Gold
Turning a Billion-Bottle Milestone Into a Global Experience
To celebrate PRIME Hydration reaching one billion bottles sold, the brand transformed the milestone into a 48-hour global event built around one extraordinary prize: a 24K gold PRIME bottle valued at $500,000.
Overview
Building a World Worthy of One Billion
The creative concept treated the milestone with the scale and spectacle it deserved. Rather than designing a conventional pop-up, the environments were conceived as highly curated, gallery-inspired spaces influenced by premium designer activations. Black, white, and metallic gold created the visual foundation, while oversized sculptures, product installations, custom merchandise, city-specific branding, and the central vault experience turned each location into an immersive expression of the campaign. The experience extended far beyond the physical spaces. A custom gold interpretation of the PRIME identity was developed alongside location-specific New York and London branding, event-exclusive gold replica bottles, pre-event influencer kits, social content, a cinematic CG product film, immersive VR experiences, merchandise, and a continuous livestream connecting both cities. From initial sketches through 3D visualization and final fabrication, every element was designed as part of one connected gold universe.
The Challenge
Making a Massive Milestone Feel Even Bigger Selling one billion bottles was already an extraordinary achievement. The creative challenge was to translate that number into an experience that felt equally monumental — while creating genuine participation, tension, and cultural conversation around the moment.
At the center of the campaign were two opportunities to win a 24K gold PRIME bottle valued at $500,000. Fans in New York and London entered codes into custom vaults during a continuous 48-hour event, culminating in a live final-hour face-off between the two cities. Camera feeds from London appeared inside the New York experience and vice versa, allowing attendees to follow and react to the competition in real time. The environments also needed to function as live events, retail-style spaces, social-content engines, gallery experiences, and technically complex broadcast environments — all without losing the simplicity of the central idea: one billion bottles, celebrated in gold.
My Role
Taking the Experience From Concept to Reality My role focused on helping translate the one-billion-bottle milestone into a cohesive creative experience across physical space, brand identity, visual storytelling, and campaign execution.
The creative process extended from early attendee-journey planning and environmental concepting through layouts, installations, branding, product moments, and previsualization. Initial sketches explored large-scale gold installations and surreal product sculptures before the concepts were developed into detailed 3D environments for New York and London. Those renders were then used to visualize the spaces, refine materials and attendee interaction points, and provide fabrication partners with dimensional information for final production. The visual system extended through custom event branding, specialty bottles, merchandise, social and PR content, livestream environments, and campaign imagery — creating consistency from the earliest pencil concepts through the finished experience.
The Results
From One Billion Bottles to One Unforgettable Moment The activation ran continuously for 48 hours across New York and London, drawing thousands of attendees and turning PRIME's milestone into a live global competition. The event culminated in London, where a young fan and his family successfully cracked the code and won the $500,000 gold PRIME bottle. More importantly from a creative perspective, the campaign transformed a sales statistic into something audiences could physically enter, explore, watch, share, and ultimately win. What began as one billion bottles sold became an interconnected brand world spanning experiential design, product innovation, content, social, PR, live streaming, and spectacle.
PRIME Gold
Credits
Congo Creative Studio
Previous Project
Turning a Billion-Bottle Milestone Into a Global Experience
Creative Direction / Art Direction
Branding
Motion Design
Digital Campaign
Product Design
PRIME Gold
Turning a Billion-Bottle Milestone Into a Global Experience
To celebrate PRIME Hydration reaching one billion bottles sold, the brand transformed the milestone into a 48-hour global event built around one extraordinary prize: a 24K gold PRIME bottle valued at $500,000.
Overview
Building a World Worthy of One Billion
The creative concept treated the milestone with the scale and spectacle it deserved. Rather than designing a conventional pop-up, the environments were conceived as highly curated, gallery-inspired spaces influenced by premium designer activations. Black, white, and metallic gold created the visual foundation, while oversized sculptures, product installations, custom merchandise, city-specific branding, and the central vault experience turned each location into an immersive expression of the campaign. The experience extended far beyond the physical spaces. A custom gold interpretation of the PRIME identity was developed alongside location-specific New York and London branding, event-exclusive gold replica bottles, pre-event influencer kits, social content, a cinematic CG product film, immersive VR experiences, merchandise, and a continuous livestream connecting both cities. From initial sketches through 3D visualization and final fabrication, every element was designed as part of one connected gold universe.
The Challenge
Making a Massive Milestone Feel Even Bigger Selling one billion bottles was already an extraordinary achievement. The creative challenge was to translate that number into an experience that felt equally monumental — while creating genuine participation, tension, and cultural conversation around the moment.
At the center of the campaign were two opportunities to win a 24K gold PRIME bottle valued at $500,000. Fans in New York and London entered codes into custom vaults during a continuous 48-hour event, culminating in a live final-hour face-off between the two cities. Camera feeds from London appeared inside the New York experience and vice versa, allowing attendees to follow and react to the competition in real time. The environments also needed to function as live events, retail-style spaces, social-content engines, gallery experiences, and technically complex broadcast environments — all without losing the simplicity of the central idea: one billion bottles, celebrated in gold.
My Role
Taking the Experience From Concept to Reality My role focused on helping translate the one-billion-bottle milestone into a cohesive creative experience across physical space, brand identity, visual storytelling, and campaign execution.
The creative process extended from early attendee-journey planning and environmental concepting through layouts, installations, branding, product moments, and previsualization. Initial sketches explored large-scale gold installations and surreal product sculptures before the concepts were developed into detailed 3D environments for New York and London. Those renders were then used to visualize the spaces, refine materials and attendee interaction points, and provide fabrication partners with dimensional information for final production. The visual system extended through custom event branding, specialty bottles, merchandise, social and PR content, livestream environments, and campaign imagery — creating consistency from the earliest pencil concepts through the finished experience.
The Results
From One Billion Bottles to One Unforgettable Moment The activation ran continuously for 48 hours across New York and London, drawing thousands of attendees and turning PRIME's milestone into a live global competition. The event culminated in London, where a young fan and his family successfully cracked the code and won the $500,000 gold PRIME bottle. More importantly from a creative perspective, the campaign transformed a sales statistic into something audiences could physically enter, explore, watch, share, and ultimately win. What began as one billion bottles sold became an interconnected brand world spanning experiential design, product innovation, content, social, PR, live streaming, and spectacle.
PRIME Gold
Credits
Congo Creative Studio
Previous Project
Turning a Billion-Bottle Milestone Into a Global Experience
Creative Direction / Art Direction
Branding
Motion Design
Digital Campaign
Product Design
PRIME Gold
Turning a Billion-Bottle Milestone Into a Global Experience
To celebrate PRIME Hydration reaching one billion bottles sold, the brand transformed the milestone into a 48-hour global event built around one extraordinary prize: a 24K gold PRIME bottle valued at $500,000.
Overview
Building a World Worthy of One Billion
The creative concept treated the milestone with the scale and spectacle it deserved. Rather than designing a conventional pop-up, the environments were conceived as highly curated, gallery-inspired spaces influenced by premium designer activations. Black, white, and metallic gold created the visual foundation, while oversized sculptures, product installations, custom merchandise, city-specific branding, and the central vault experience turned each location into an immersive expression of the campaign. The experience extended far beyond the physical spaces. A custom gold interpretation of the PRIME identity was developed alongside location-specific New York and London branding, event-exclusive gold replica bottles, pre-event influencer kits, social content, a cinematic CG product film, immersive VR experiences, merchandise, and a continuous livestream connecting both cities. From initial sketches through 3D visualization and final fabrication, every element was designed as part of one connected gold universe.
The Challenge
Making a Massive Milestone Feel Even Bigger Selling one billion bottles was already an extraordinary achievement. The creative challenge was to translate that number into an experience that felt equally monumental — while creating genuine participation, tension, and cultural conversation around the moment.
At the center of the campaign were two opportunities to win a 24K gold PRIME bottle valued at $500,000. Fans in New York and London entered codes into custom vaults during a continuous 48-hour event, culminating in a live final-hour face-off between the two cities. Camera feeds from London appeared inside the New York experience and vice versa, allowing attendees to follow and react to the competition in real time. The environments also needed to function as live events, retail-style spaces, social-content engines, gallery experiences, and technically complex broadcast environments — all without losing the simplicity of the central idea: one billion bottles, celebrated in gold.
My Role
Taking the Experience From Concept to Reality My role focused on helping translate the one-billion-bottle milestone into a cohesive creative experience across physical space, brand identity, visual storytelling, and campaign execution.
The creative process extended from early attendee-journey planning and environmental concepting through layouts, installations, branding, product moments, and previsualization. Initial sketches explored large-scale gold installations and surreal product sculptures before the concepts were developed into detailed 3D environments for New York and London. Those renders were then used to visualize the spaces, refine materials and attendee interaction points, and provide fabrication partners with dimensional information for final production. The visual system extended through custom event branding, specialty bottles, merchandise, social and PR content, livestream environments, and campaign imagery — creating consistency from the earliest pencil concepts through the finished experience.
The Results
From One Billion Bottles to One Unforgettable Moment The activation ran continuously for 48 hours across New York and London, drawing thousands of attendees and turning PRIME's milestone into a live global competition. The event culminated in London, where a young fan and his family successfully cracked the code and won the $500,000 gold PRIME bottle. More importantly from a creative perspective, the campaign transformed a sales statistic into something audiences could physically enter, explore, watch, share, and ultimately win. What began as one billion bottles sold became an interconnected brand world spanning experiential design, product innovation, content, social, PR, live streaming, and spectacle.
PRIME Gold
Credits
Congo Creative Studio
Previous Project
Turning a Billion-Bottle Milestone Into a Global Experience
Creative Direction / Art Direction
Branding
Motion Design
Digital Campaign
Product Design
PRIME Gold
Turning a Billion-Bottle Milestone Into a Global Experience
To celebrate PRIME Hydration reaching one billion bottles sold, the brand transformed the milestone into a 48-hour global event built around one extraordinary prize: a 24K gold PRIME bottle valued at $500,000.
Overview
Building a World Worthy of One Billion
The creative concept treated the milestone with the scale and spectacle it deserved. Rather than designing a conventional pop-up, the environments were conceived as highly curated, gallery-inspired spaces influenced by premium designer activations. Black, white, and metallic gold created the visual foundation, while oversized sculptures, product installations, custom merchandise, city-specific branding, and the central vault experience turned each location into an immersive expression of the campaign. The experience extended far beyond the physical spaces. A custom gold interpretation of the PRIME identity was developed alongside location-specific New York and London branding, event-exclusive gold replica bottles, pre-event influencer kits, social content, a cinematic CG product film, immersive VR experiences, merchandise, and a continuous livestream connecting both cities. From initial sketches through 3D visualization and final fabrication, every element was designed as part of one connected gold universe.
The Challenge
Making a Massive Milestone Feel Even Bigger Selling one billion bottles was already an extraordinary achievement. The creative challenge was to translate that number into an experience that felt equally monumental — while creating genuine participation, tension, and cultural conversation around the moment.
At the center of the campaign were two opportunities to win a 24K gold PRIME bottle valued at $500,000. Fans in New York and London entered codes into custom vaults during a continuous 48-hour event, culminating in a live final-hour face-off between the two cities. Camera feeds from London appeared inside the New York experience and vice versa, allowing attendees to follow and react to the competition in real time. The environments also needed to function as live events, retail-style spaces, social-content engines, gallery experiences, and technically complex broadcast environments — all without losing the simplicity of the central idea: one billion bottles, celebrated in gold.
My Role
Taking the Experience From Concept to Reality My role focused on helping translate the one-billion-bottle milestone into a cohesive creative experience across physical space, brand identity, visual storytelling, and campaign execution.
The creative process extended from early attendee-journey planning and environmental concepting through layouts, installations, branding, product moments, and previsualization. Initial sketches explored large-scale gold installations and surreal product sculptures before the concepts were developed into detailed 3D environments for New York and London. Those renders were then used to visualize the spaces, refine materials and attendee interaction points, and provide fabrication partners with dimensional information for final production. The visual system extended through custom event branding, specialty bottles, merchandise, social and PR content, livestream environments, and campaign imagery — creating consistency from the earliest pencil concepts through the finished experience.
The Results
From One Billion Bottles to One Unforgettable Moment The activation ran continuously for 48 hours across New York and London, drawing thousands of attendees and turning PRIME's milestone into a live global competition. The event culminated in London, where a young fan and his family successfully cracked the code and won the $500,000 gold PRIME bottle. More importantly from a creative perspective, the campaign transformed a sales statistic into something audiences could physically enter, explore, watch, share, and ultimately win. What began as one billion bottles sold became an interconnected brand world spanning experiential design, product innovation, content, social, PR, live streaming, and spectacle.
PRIME Gold
Credits
Congo Creative Studio
Previous Project
Turning a Billion-Bottle Milestone Into a Global Experience
Creative Direction / Art Direction
Branding
Motion Design
Digital Campaign
Product Design
PRIME Gold
Turning a Billion-Bottle Milestone Into a Global Experience
To celebrate PRIME Hydration reaching one billion bottles sold, the brand transformed the milestone into a 48-hour global event built around one extraordinary prize: a 24K gold PRIME bottle valued at $500,000.
Overview
Building a World Worthy of One Billion
The creative concept treated the milestone with the scale and spectacle it deserved. Rather than designing a conventional pop-up, the environments were conceived as highly curated, gallery-inspired spaces influenced by premium designer activations. Black, white, and metallic gold created the visual foundation, while oversized sculptures, product installations, custom merchandise, city-specific branding, and the central vault experience turned each location into an immersive expression of the campaign. The experience extended far beyond the physical spaces. A custom gold interpretation of the PRIME identity was developed alongside location-specific New York and London branding, event-exclusive gold replica bottles, pre-event influencer kits, social content, a cinematic CG product film, immersive VR experiences, merchandise, and a continuous livestream connecting both cities. From initial sketches through 3D visualization and final fabrication, every element was designed as part of one connected gold universe.
The Challenge
Making a Massive Milestone Feel Even Bigger Selling one billion bottles was already an extraordinary achievement. The creative challenge was to translate that number into an experience that felt equally monumental — while creating genuine participation, tension, and cultural conversation around the moment.
At the center of the campaign were two opportunities to win a 24K gold PRIME bottle valued at $500,000. Fans in New York and London entered codes into custom vaults during a continuous 48-hour event, culminating in a live final-hour face-off between the two cities. Camera feeds from London appeared inside the New York experience and vice versa, allowing attendees to follow and react to the competition in real time. The environments also needed to function as live events, retail-style spaces, social-content engines, gallery experiences, and technically complex broadcast environments — all without losing the simplicity of the central idea: one billion bottles, celebrated in gold.
My Role
Taking the Experience From Concept to Reality My role focused on helping translate the one-billion-bottle milestone into a cohesive creative experience across physical space, brand identity, visual storytelling, and campaign execution.
The creative process extended from early attendee-journey planning and environmental concepting through layouts, installations, branding, product moments, and previsualization. Initial sketches explored large-scale gold installations and surreal product sculptures before the concepts were developed into detailed 3D environments for New York and London. Those renders were then used to visualize the spaces, refine materials and attendee interaction points, and provide fabrication partners with dimensional information for final production. The visual system extended through custom event branding, specialty bottles, merchandise, social and PR content, livestream environments, and campaign imagery — creating consistency from the earliest pencil concepts through the finished experience.
The Results
From One Billion Bottles to One Unforgettable Moment The activation ran continuously for 48 hours across New York and London, drawing thousands of attendees and turning PRIME's milestone into a live global competition. The event culminated in London, where a young fan and his family successfully cracked the code and won the $500,000 gold PRIME bottle. More importantly from a creative perspective, the campaign transformed a sales statistic into something audiences could physically enter, explore, watch, share, and ultimately win. What began as one billion bottles sold became an interconnected brand world spanning experiential design, product innovation, content, social, PR, live streaming, and spectacle.
PRIME Gold
Credits
Congo Creative Studio
Previous Project
Turning a Billion-Bottle Milestone Into a Global Experience
Creative Direction / Art Direction
Branding
Motion Design
Digital Campaign
Product Design
PRIME Gold
Turning a Billion-Bottle Milestone Into a Global Experience
To celebrate PRIME Hydration reaching one billion bottles sold, the brand transformed the milestone into a 48-hour global event built around one extraordinary prize: a 24K gold PRIME bottle valued at $500,000.
Overview
Building a World Worthy of One Billion
The creative concept treated the milestone with the scale and spectacle it deserved. Rather than designing a conventional pop-up, the environments were conceived as highly curated, gallery-inspired spaces influenced by premium designer activations. Black, white, and metallic gold created the visual foundation, while oversized sculptures, product installations, custom merchandise, city-specific branding, and the central vault experience turned each location into an immersive expression of the campaign. The experience extended far beyond the physical spaces. A custom gold interpretation of the PRIME identity was developed alongside location-specific New York and London branding, event-exclusive gold replica bottles, pre-event influencer kits, social content, a cinematic CG product film, immersive VR experiences, merchandise, and a continuous livestream connecting both cities. From initial sketches through 3D visualization and final fabrication, every element was designed as part of one connected gold universe.
The Challenge
Making a Massive Milestone Feel Even Bigger Selling one billion bottles was already an extraordinary achievement. The creative challenge was to translate that number into an experience that felt equally monumental — while creating genuine participation, tension, and cultural conversation around the moment.
At the center of the campaign were two opportunities to win a 24K gold PRIME bottle valued at $500,000. Fans in New York and London entered codes into custom vaults during a continuous 48-hour event, culminating in a live final-hour face-off between the two cities. Camera feeds from London appeared inside the New York experience and vice versa, allowing attendees to follow and react to the competition in real time. The environments also needed to function as live events, retail-style spaces, social-content engines, gallery experiences, and technically complex broadcast environments — all without losing the simplicity of the central idea: one billion bottles, celebrated in gold.
My Role
Taking the Experience From Concept to Reality My role focused on helping translate the one-billion-bottle milestone into a cohesive creative experience across physical space, brand identity, visual storytelling, and campaign execution.
The creative process extended from early attendee-journey planning and environmental concepting through layouts, installations, branding, product moments, and previsualization. Initial sketches explored large-scale gold installations and surreal product sculptures before the concepts were developed into detailed 3D environments for New York and London. Those renders were then used to visualize the spaces, refine materials and attendee interaction points, and provide fabrication partners with dimensional information for final production. The visual system extended through custom event branding, specialty bottles, merchandise, social and PR content, livestream environments, and campaign imagery — creating consistency from the earliest pencil concepts through the finished experience.
The Results
From One Billion Bottles to One Unforgettable Moment The activation ran continuously for 48 hours across New York and London, drawing thousands of attendees and turning PRIME's milestone into a live global competition. The event culminated in London, where a young fan and his family successfully cracked the code and won the $500,000 gold PRIME bottle. More importantly from a creative perspective, the campaign transformed a sales statistic into something audiences could physically enter, explore, watch, share, and ultimately win. What began as one billion bottles sold became an interconnected brand world spanning experiential design, product innovation, content, social, PR, live streaming, and spectacle.
PRIME Gold
Credits
Congo Creative Studio
Previous Project
Turning a Billion-Bottle Milestone Into a Global Experience
Creative Direction / Art Direction
Branding
Motion Design
Digital Campaign
Product Design
PRIME Gold
Turning a Billion-Bottle Milestone Into a Global Experience
To celebrate PRIME Hydration reaching one billion bottles sold, the brand transformed the milestone into a 48-hour global event built around one extraordinary prize: a 24K gold PRIME bottle valued at $500,000.
Overview
Building a World Worthy of One Billion
The creative concept treated the milestone with the scale and spectacle it deserved. Rather than designing a conventional pop-up, the environments were conceived as highly curated, gallery-inspired spaces influenced by premium designer activations. Black, white, and metallic gold created the visual foundation, while oversized sculptures, product installations, custom merchandise, city-specific branding, and the central vault experience turned each location into an immersive expression of the campaign. The experience extended far beyond the physical spaces. A custom gold interpretation of the PRIME identity was developed alongside location-specific New York and London branding, event-exclusive gold replica bottles, pre-event influencer kits, social content, a cinematic CG product film, immersive VR experiences, merchandise, and a continuous livestream connecting both cities. From initial sketches through 3D visualization and final fabrication, every element was designed as part of one connected gold universe.
The Challenge
Making a Massive Milestone Feel Even Bigger Selling one billion bottles was already an extraordinary achievement. The creative challenge was to translate that number into an experience that felt equally monumental — while creating genuine participation, tension, and cultural conversation around the moment.
At the center of the campaign were two opportunities to win a 24K gold PRIME bottle valued at $500,000. Fans in New York and London entered codes into custom vaults during a continuous 48-hour event, culminating in a live final-hour face-off between the two cities. Camera feeds from London appeared inside the New York experience and vice versa, allowing attendees to follow and react to the competition in real time. The environments also needed to function as live events, retail-style spaces, social-content engines, gallery experiences, and technically complex broadcast environments — all without losing the simplicity of the central idea: one billion bottles, celebrated in gold.
My Role
Taking the Experience From Concept to Reality My role focused on helping translate the one-billion-bottle milestone into a cohesive creative experience across physical space, brand identity, visual storytelling, and campaign execution.
The creative process extended from early attendee-journey planning and environmental concepting through layouts, installations, branding, product moments, and previsualization. Initial sketches explored large-scale gold installations and surreal product sculptures before the concepts were developed into detailed 3D environments for New York and London. Those renders were then used to visualize the spaces, refine materials and attendee interaction points, and provide fabrication partners with dimensional information for final production. The visual system extended through custom event branding, specialty bottles, merchandise, social and PR content, livestream environments, and campaign imagery — creating consistency from the earliest pencil concepts through the finished experience.
The Results
From One Billion Bottles to One Unforgettable Moment The activation ran continuously for 48 hours across New York and London, drawing thousands of attendees and turning PRIME's milestone into a live global competition. The event culminated in London, where a young fan and his family successfully cracked the code and won the $500,000 gold PRIME bottle. More importantly from a creative perspective, the campaign transformed a sales statistic into something audiences could physically enter, explore, watch, share, and ultimately win. What began as one billion bottles sold became an interconnected brand world spanning experiential design, product innovation, content, social, PR, live streaming, and spectacle.
PRIME Gold
Credits
Congo Creative Studio
Previous Project
Turning a Billion-Bottle Milestone Into a Global Experience
Creative Direction / Art Direction
Branding
Motion Design
Digital Campaign
Product Design
PRIME Gold
Turning a Billion-Bottle Milestone Into a Global Experience
To celebrate PRIME Hydration reaching one billion bottles sold, the brand transformed the milestone into a 48-hour global event built around one extraordinary prize: a 24K gold PRIME bottle valued at $500,000.
Overview
Building a World Worthy of One Billion
The creative concept treated the milestone with the scale and spectacle it deserved. Rather than designing a conventional pop-up, the environments were conceived as highly curated, gallery-inspired spaces influenced by premium designer activations. Black, white, and metallic gold created the visual foundation, while oversized sculptures, product installations, custom merchandise, city-specific branding, and the central vault experience turned each location into an immersive expression of the campaign. The experience extended far beyond the physical spaces. A custom gold interpretation of the PRIME identity was developed alongside location-specific New York and London branding, event-exclusive gold replica bottles, pre-event influencer kits, social content, a cinematic CG product film, immersive VR experiences, merchandise, and a continuous livestream connecting both cities. From initial sketches through 3D visualization and final fabrication, every element was designed as part of one connected gold universe.
The Challenge
Making a Massive Milestone Feel Even Bigger Selling one billion bottles was already an extraordinary achievement. The creative challenge was to translate that number into an experience that felt equally monumental — while creating genuine participation, tension, and cultural conversation around the moment.
At the center of the campaign were two opportunities to win a 24K gold PRIME bottle valued at $500,000. Fans in New York and London entered codes into custom vaults during a continuous 48-hour event, culminating in a live final-hour face-off between the two cities. Camera feeds from London appeared inside the New York experience and vice versa, allowing attendees to follow and react to the competition in real time. The environments also needed to function as live events, retail-style spaces, social-content engines, gallery experiences, and technically complex broadcast environments — all without losing the simplicity of the central idea: one billion bottles, celebrated in gold.
My Role
Taking the Experience From Concept to Reality My role focused on helping translate the one-billion-bottle milestone into a cohesive creative experience across physical space, brand identity, visual storytelling, and campaign execution.
The creative process extended from early attendee-journey planning and environmental concepting through layouts, installations, branding, product moments, and previsualization. Initial sketches explored large-scale gold installations and surreal product sculptures before the concepts were developed into detailed 3D environments for New York and London. Those renders were then used to visualize the spaces, refine materials and attendee interaction points, and provide fabrication partners with dimensional information for final production. The visual system extended through custom event branding, specialty bottles, merchandise, social and PR content, livestream environments, and campaign imagery — creating consistency from the earliest pencil concepts through the finished experience.
The Results
From One Billion Bottles to One Unforgettable Moment The activation ran continuously for 48 hours across New York and London, drawing thousands of attendees and turning PRIME's milestone into a live global competition. The event culminated in London, where a young fan and his family successfully cracked the code and won the $500,000 gold PRIME bottle. More importantly from a creative perspective, the campaign transformed a sales statistic into something audiences could physically enter, explore, watch, share, and ultimately win. What began as one billion bottles sold became an interconnected brand world spanning experiential design, product innovation, content, social, PR, live streaming, and spectacle.
PRIME Gold
Credits
Congo Creative Studio
Previous Project
Turning a Billion-Bottle Milestone Into a Global Experience
Creative Direction / Art Direction
Branding
Motion Design
Digital Campaign
Product Design
PRIME Gold
Turning a Billion-Bottle Milestone Into a Global Experience
To celebrate PRIME Hydration reaching one billion bottles sold, the brand transformed the milestone into a 48-hour global event built around one extraordinary prize: a 24K gold PRIME bottle valued at $500,000.
Overview
Building a World Worthy of One Billion
The creative concept treated the milestone with the scale and spectacle it deserved. Rather than designing a conventional pop-up, the environments were conceived as highly curated, gallery-inspired spaces influenced by premium designer activations. Black, white, and metallic gold created the visual foundation, while oversized sculptures, product installations, custom merchandise, city-specific branding, and the central vault experience turned each location into an immersive expression of the campaign. The experience extended far beyond the physical spaces. A custom gold interpretation of the PRIME identity was developed alongside location-specific New York and London branding, event-exclusive gold replica bottles, pre-event influencer kits, social content, a cinematic CG product film, immersive VR experiences, merchandise, and a continuous livestream connecting both cities. From initial sketches through 3D visualization and final fabrication, every element was designed as part of one connected gold universe.
The Challenge
Making a Massive Milestone Feel Even Bigger Selling one billion bottles was already an extraordinary achievement. The creative challenge was to translate that number into an experience that felt equally monumental — while creating genuine participation, tension, and cultural conversation around the moment.
At the center of the campaign were two opportunities to win a 24K gold PRIME bottle valued at $500,000. Fans in New York and London entered codes into custom vaults during a continuous 48-hour event, culminating in a live final-hour face-off between the two cities. Camera feeds from London appeared inside the New York experience and vice versa, allowing attendees to follow and react to the competition in real time. The environments also needed to function as live events, retail-style spaces, social-content engines, gallery experiences, and technically complex broadcast environments — all without losing the simplicity of the central idea: one billion bottles, celebrated in gold.
My Role
Taking the Experience From Concept to Reality My role focused on helping translate the one-billion-bottle milestone into a cohesive creative experience across physical space, brand identity, visual storytelling, and campaign execution.
The creative process extended from early attendee-journey planning and environmental concepting through layouts, installations, branding, product moments, and previsualization. Initial sketches explored large-scale gold installations and surreal product sculptures before the concepts were developed into detailed 3D environments for New York and London. Those renders were then used to visualize the spaces, refine materials and attendee interaction points, and provide fabrication partners with dimensional information for final production. The visual system extended through custom event branding, specialty bottles, merchandise, social and PR content, livestream environments, and campaign imagery — creating consistency from the earliest pencil concepts through the finished experience.
The Results
From One Billion Bottles to One Unforgettable Moment The activation ran continuously for 48 hours across New York and London, drawing thousands of attendees and turning PRIME's milestone into a live global competition. The event culminated in London, where a young fan and his family successfully cracked the code and won the $500,000 gold PRIME bottle. More importantly from a creative perspective, the campaign transformed a sales statistic into something audiences could physically enter, explore, watch, share, and ultimately win. What began as one billion bottles sold became an interconnected brand world spanning experiential design, product innovation, content, social, PR, live streaming, and spectacle.
PRIME Gold
Credits
Congo Creative Studio
Previous Project