Creative Direction: Alex Center and Chad Hogan
Photography: Alexei Hay

50 Cent and vitaminwater have an incredible partnership. Everyone knows his relationship with the brand and his very own flavor, forumula 50. The concept for the Liquid Assets campaign was to show that 50 cent was not just an investor in vitaminwater, but that he actually created and formulated his flavor himself. Showing 50 Cent in a humorous lifestyle campaign, we showed his involvement with the brand starts in the lab.