Death To Your Ears
Campaign Idea #2: Merch Death To Your Ears Speaker
There’s Quiet Time and There’s Metal Time
Copy: Quiet time sucks. Being loud doesn’t. This year, Liquid Death brings Metal Time to elementary classrooms. Teachers kick it off by ‘cracking open the can’—a speaker that blasts full-on heavy metal. Desks shake, erasers fly, backpacks rumble, and students go absolutely wild, letting loose in a storm of sound—all while sipping a healthy beverage. A healthy drink… and a healthy emotional release.
Play it loud. It's Death to Your Ears.
Role: Lead Concept Developer
Copy Writing: Led all campaign copy, capturing Liquid Death’s bold, unique voice. Developed slogans, taglines, and the main commercial script, plus supporting copy for activations like the Rage Room Pop-Up and Metal Time speaker—wild, playful, and on-brand.
Visual Contributions: Collaborated on the campaign’s visual concept, shaping the look and feel alongside my partner. Brainstormed the transformation of classical instruments into heavy metal guitars and designed a rebellious, over-the-top classroom environment that reflected the brand’s edgy aesthetic.
Campaign Idea #1: Activation Commercial Video Storyboard
Death To Your Ears
Copy: Gone are the days of boring bells and hall passes. This year, students take control. Crack open a can of Liquid Death and transport to a world of chaos and death metal. The classroom becomes a stage, textbooks slam like drums, and suddenly, it’s your world, your volume, your rules.
It’s loud. It’s wild. It’s Death to Your Ears.
Project Title: Death To Your Ears
Client: Liquid Death
Year: 2023
Type: Collaborative project (spec work) for a brief created by Liquid Death’s Creative Director, Andy Pearson
Campaign Idea #3: Stunt Rage Room Pop-Up
Rage Against the Classroom
Copy: What’s better than the start of a new school year? Everything. Students may not like sitting in class, but give them a room full of breakable objects, crank heavy metal to the max, and watch chairs fly, textbooks explode, and rulers rocket across the room. This stunt/social execution gives students the chance to go absolutely crazy, letting out every ounce of energy, frustration, and pure chaos. They’ll even post about it —because nothing is more Instagram-worthy than a full-on classroom apocalypse.
It's Death to Your Ears. (And ours!)
Brief: How can Liquid Death create buzz and engage students and parents with a humorous, rebellious back-to-school campaign?