“Make Your dreams come truly”
The Truly Hard Seltzer Brand Campaign
NOELLE THORSTENSON | Art Director - Campaign Visual Direction, Retail Extensions & POS Design
CREATIVE PARTNERS |. KDSP + Boston Beer In-House Design Team
The Brief
Truly had already made its mark, but the seltzer category was getting crowded and predictable. We needed an evolution that felt bolder, more expressive, and deeply relevant, so we built a vibrant brand world around a simple platform: “Make Your Dreams Come Truly.” It’s a celebration of spontaneity and the unforgettable, unexpected experiences that happen when you’re out with your people.
The Canvas
We set out to break through the retail noise with a brand world rooted in elevated flavor and social energy. I collaborated across our internal team and agency partners to help shape the visual direction, leading brand briefings, reviewing and guiding creative development, and building internal presentations that aligned and energized the broader brand team. From early moodboards and mock-ups through final execution, I helped turn the creative vision into a cohesive brand world designed to stand out at retail and connect across the broader campaign.
The physical world
Bringing a vision of this scale to life took close collaboration across creative, production, and brand teams. I partnered with our photographer to shape shot lists, direct talent, and guide the visual storytelling on set, ensuring the lifestyle imagery felt natural and energetic. Beyond the shoot, I worked alongside our internal designers and production partners to extend the campaign across packaging, POS, and custom retail displays, building a cohesive visual system that carried the creative idea from campaign to shelf.
The World, Realized
In motion
beyond the shelf
on Shelf
In the Moment
The Future
Rooted in elevated flavor, social energy, and the freedom to have a little more fun, the campaign was built as a scalable creative framework designed to flex across retail, social, experiential, and beyond, giving Truly a distinct visual and emotional footprint that can continue evolving far beyond the shelf.
Make your dreams come truly
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Make your dreams come truly 〰️
The crew
Art Director — Noelle Thorstenson
Creative Director — Mark Veillette
Photography — Chelsea Kyle
Retouching — Jack Davis & Ashley Gray
Agency Partner — KDSP
Creative Consultant — Meghan Andersen
Mass Display Production — OnDisplay