Rockstar Energy – Digital
Art Direction / Design / Motion
Rockstar Energy’s mission to reignite loyalty among core energy drink fans begins by authentically engaging with the communities that define energy culture. By tapping into universally loved passion points—music, motorsport, gaming, and action sports—we drive momentum across earned and owned channels.
As Associate Creative Director, I help lead the digital brand voice and visual system across social, video, and tentpole activations. From large-scale event storytelling to always-on digital series, my focus is building a scalable content engine that amplifies partnerships, celebrates individuality, and positions Rockstar Energy at the center of modern energy culture.
Rockstar Energy Drink: Innovations 2026
Led creative development and social rollout for Rockstar’s latest innovation flavors: Boom Piña Colada, Punched Blackberry, and Punched Lime Freeze. Content spanned owned social channels and supported promotional PR efforts, designed to drive discovery, conversation, and velocity at launch.
The campaign generated 251K total impressions (+169% vs. 2025 innovation) and 6.5K engagements (+152% vs. 2025) within the initial flight, significantly outperforming the prior Pineapple and Piña Colada launch benchmark. Post-launch momentum continued, adding +89K impressions, +52K reach, and 2X follower growth driven by innovation content alone.
While performance exceeded benchmarks, approximately 500 consumer comments highlighted ongoing retail availability challenges, a key insight impacting sentiment and future activation strategy.
Featured On
• Beverage Industry
• Drug Store News
• TrendHunter
• Sporked
• Stack3d
Video Franchises
Various content series spotlighting Rockstar Energy athletes across sports, music, and gaming. The team and I built the franchise branding and visual systems that connect these stories—creating a unified, high-energy look and feel across all platforms.
IN DEPTH
An In Depth look into the lives of Rockstar Energy’s elite athletes in an immersive series that goes beyond the podium. Discover where they come from, who they are at their core, the relentless drive that fuels them, and the pivotal moments that define them.
Backstage Beats: Rockstar Energy Open Edition
Rockstar Energy’s Backstage Beats is series that gives you a behind-the-scenes glimpse into the life of the musician and the mind and body energy required to be touring regularly. These title card’s were branded to reflect the artist’s that were showcased at the 2025 Rockstar Energy open, while still coming the core franchise branding intact.
Content Engine
An always-on, digital-first approach built to create dynamic, scalable content that drives Rockstar Energy’s storytelling across every channel. From static posts to fully animated motion pieces, our system powers everything from tentpole campaigns and franchise series to new product launches—amplifying partnerships, fueling culture, and keeping Rockstar at the center of the energy conversation.
Viral Moments
These high-impact, viral social media moments, featuring rockstar energy’s athletes for bold, attention-grabbing stunts. The digital team then brings these moments across social, creating ancillary content such as lead-up carousel’s, informative stats and direct quotes from these amazing athletes.
Rockstar Energy Giveaways
rockstarenergy.com
Landing pages that fuse Rockstar Energy’s bold brand identity with effortless e-commerce—driving discovery, engagement, and conversion through a seamless consumer experience.
Design Team:
Jobeth Fink – SVP Celsius Brand Studio
Adam Wells – Associate Creative Director – Brand Expression
Gavin Alaoen – Associate Creative Director – Digital
Eli Roe – Senior Art Director
Fariz Meraxa – Senior Digital Design Lead
Brent French – Senior Multimedia Artist
Aaron Snyder – Multimedia Director