Brita didn’t need to act younger. It needed to get weirder.

So we pushed the brand into full brain-rot mode, turning Brita into “Bwita” and building a social world of absurd humor, ear-worm inducing theme songs, and chaotic internet logic that actually felt native to Gen Z feeds.

Instead of treating hydration like a product or lifestyle story, we treated it like a meme universe, making Brita feel less like a kitchen brand and more like a strange little character people would actually want to watch, quote, and share.

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Role: Director of Strategy
Client: Brita