Death Wish Coffee Co.–“Live With a Death Wish” Campaign |
Creative Direction, Visual Identity & Campaign Design

The Challenge
As the world emerged from pandemic lockdowns, Death Wish Coffee was poised to break through—launching its first nation-wide campaign in a post-pandemic landscape. The brand needed to reignite its reputation for intensity and rebellion, capturing the collective yearning for renewed connection and bold experiences. The mission: fuel life again, with coffee as the catalyst.

My Approach
Together with my team, we leaned into the brand's unapologetic ethos, capturing raw, electrifying energy. Building off of the "Live With a Death Wish" narrative, we developed a striking visual identity across all campaign assets. To amplify intrigue and disrupt conventional sponsorship expectations, we launched with an unconventional twist: Death Wish Coffee became the first to sponsor "anonymous" athletes—leaving their identities hidden and igniting speculation and buzz across media and fans alike.

The Outcome
The campaign cut through the noise with its audacious energy and creative risk-taking. The anonymity stunt generated earned media attention, fueled conversation, and reinforced Death Wish Coffee’s position as a fearless brand unafraid to push boundaries. Across billboards, mobile animations, and campaign guidelines, the visuals delivered a high-voltage, rebellious aesthetic that energized both brand perception and consumer engagement.

Why It Stands Out
This project exemplifies my ability to lead bold, strategic creative direction that goes beyond visuals—inciting cultural conversation and redefining engagement. It showcased how a cohesive identity paired with tactical surprise can elevate a campaign’s impact, positioning Death Wish Coffee not just as a caffeine provider, but as an energizing force in culture.