'Drink Water' Commercials
In 2016, Nobi was engaged by the New York City Department of Health and Mental Hygiene (NYC DOHMH) to create a television campaign to promote drinking water. The brief asked to brand water as 'fun', use non-professional children, and deliver a healthy message without being too negative about sugary drinks.
Nobi conceived and directed a shoot that would allow the children to be their natural selves, drew out each individual’s talents and personality, and delivered a series of ads that captured spontaneity, sincerity, and just plain child-like goofiness. From dancing to singing, Kung-Fu, acrobatics, and more, the campaign surprised and entertained the client, participants, and audiences alike.
The collection of 12 ‘Drink Water’ ads aired for several months in 2016 / 2017 on local and regional television and various social media platforms, garnered impressive numbers across all metrics, and even garnered the DOHMH recognition from the New York Mets.