Our strategy team found something funny (and kind of sad): professionals were slipping out to their cars to slam an energy drink—because showing up to work with a Red Bull/Monster can read like you had a long night… and not the productive kind.

So we repositioned Xyience as “The Ultimate Human Resource”—the workplace partner you can actually put on your desk and own.

To bring it to life, we created Denise from HR and shot 12 spots in one day for less than half the cost of a typical :30. We ran it on LinkedIn, because that’s where professionals live.

Role: Co-creator • Script concepting + outlines • Design • Art direction • Production

We all
know her

Denise from HR is every overly-enthusiastic office warrior rolled into one: part team cheerleader, part clipboard-wielding enforcer. She’s the queen of icebreakers and the first to say, “Let’s circle back after lunch!”

She’s the person who finds your resume on the printer and quietly rescues it—slipping it onto your desk like, I got you.

We created Denise to pull energy drinks out of monster-truck mayhem and into meeting rooms. Xyience, with its blend of caffeine and L-theanine, became “The Ultimate Human Resource”—fuel for professionals who drink for the job they want, not the one they have.

“

Guess who nailed their Q4 goals? This gal.

Overall VCR: 93% (vs. 70% KDP BM)
CTR on :15s: 0.10% (vs. 0.07% BM)
Snap CTR: 0.41% (2x the BM)
Sales lift +26.5% (key markets)
Growth in buyers +12.4% 
Lift in trial +23.3%

Turns out, a little “mandatory fun” goes a long way.

Energy in Overdrive

We were prepping, shooting 12 spots in a day, and wrangling post—so naturally I also built a new site from scratch.
From design to development, I was hands-on the whole way. I didn’t write every word, but I helped shape the story and kept the campaign punchy.

Ideas > Ad Spends

 No real social budget meant we had to earn everything. So we turned the feed into a little workplace universe—easy to produce, hard to ignore, and basically free to keep running.