Why drink water when you can drink WonderWater?
Bai approached us for the 2020 relaunch of their brand under a new positioning: WonderWater. Packed with antioxidants, superfruits, and natural flavors, Bai is not only delicious but actually good for you. Which makes everything just a little more wonderful than you expect.
My then-partner Mike Frank and I wanted to bring this world to life in a way that felt true to the brand’s musical DNA—and who better than John Legend to be our guide. His impeccable talent, personal integrity, and cheeky sense of humor aligned perfectly with the brand’s values. Paired with the polished aesthetic of director Patrick Daughters, we were able to create a campaign that looks as good as Bai tastes.
We worked closely with John Legend and his longtime producer Raphael Saddiq to reimagine the song, creating new lyrics and instrumentation. Who knows, we may have even influenced his new album cover art.
Album cover by artist Charly Palmer.
Director: Patrick Daughters
ECD: Ryan Lehr
CDs: Carmen Love + Mike Frank
ACDs: Kate O’Connor + Seth Prandini