Andy McLeod | Product Design | Creative Direction | Design
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Launching a limited-edition vitaminwater flavor with Lil Nas X meant doing more than putting a celebrity on a bottle.





The launch needed to

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Introduce
the new Zero Sugar flavor

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Feel authentic
to Lil Nas X's "With Love" world

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Create cultural conversation
not just awareness

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Turn a collectible bottle into an experience worth finding and sharing

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Limited editions become valuable when they unlock access to communities, experiences, or moments that can't be replicated.

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Every bottle becomes a portal into Lil Nas X's creative universe.

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Instead of simply designing limited-edition packaging, every touchpoint extends the world behind the "With Love" campaign from collectible artwork to AR, live experiences and fan discovery.

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The bottle isn't merchandise. It's the invitation.

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The platform unfolds across three layers.

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Collect
Own something worth keeping

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Discover
Find hidden experiences

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Share
Turn fans into storytellers







Bring the artwork to life in an augmented reality experience by scanning the custom packaging or label.





Inspired by the excitement of a Big Gay Ice Cream truck and the exclusivity of a sneaker drop, fans follow clues on Lil Nas X's Reddit community to track down a roaming vitaminwater truck and score a limited-edition bottle.







The With Love Van Tour turns a limited-edition bottle release into a citywide fan experience.A custom plush Lil Nas X van travels across New York City, inviting fans inside to explore the immersive With Love world, enjoy photo opportunities, and sample vitaminwater.
Fans follow clues and riddles shared through Lil Nas X's Reddit community and social channels to track down the van, turning the hunt into a sneaker-drop-style event.

Once they find the van, superfans can test their Lil Nas X knowledge for a chance to claim one of just 500 limited-edition bottles, while mobile sampling events introduce the campaign to even more fans along the way.

Fans follow clues and riddles shared through Lil Nas X's Reddit community and social channels to track down the van, turning the hunt into a sneaker-drop-style event.





This concept reimagined packaging as the beginning of a fan experience, connecting physical collectibles, digital interaction, and live activations into a single campaign platform.My role:
Creative Direction
Campaign Strategy
Experience Design
Art Direction
Experiential Concepting

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