Beatbox
Orange Blast Launch
Details
A bold new flavor, a bigger audience, and one unforgettable character—Juice, the face of Beatbox’s Orange Blast campaign.
Services
Production
Creative Direction
Year
2024
Beatbox came to us with a clear ask: evolve their TikTok-native, comedic style into something built for a larger stage—without losing the chaos, color, or humor fans already loved. The launch of their new flavor, Orange Blast, marked a new chapter for the brand, and they needed a campaign that felt just as elevated. Less iPhone skit, more cult-classic energy.
We built the campaign around a singular character—Juice. Played by creator and brand ambassador @ohthatsjuice_, Juice took on three original sketches we wrote to channel the dry, awkward humor of early 2000s cult classics like Napoleon Dynamite and Hot Rod. Instead of focusing on the beverage itself, we leaned into the moment, crafting lo-fi absurdity that stuck with people. It was nostalgia meets nonsense—a world where Juice could live, laugh, and crack open a Beatbox like it was the punchline to his own inside joke.
Credits
Director
Stew Caldo
DP
Karim Belkasemi
Editor
Danny Myasnyankin