The Spring 2021 campaign for Ray Hard Seltzer was shaped in response to a post-lockdown moment, positioning the brand as an antidote to a category crowded with pastel sameness. By leaning into Ray’s gritty Footscray roots, the work reframed hard seltzer as something for more intimate, low-key socialising—simple pleasures over big nights.

A lo-fi, retro-inspired visual world was developed to feel familiar, understated, and deliberately unpolished, reflecting the mood of emerging from lockdown. This included the art direction of the photo and video shoot, crafting a series of quirky, characterful scenes built from unexpected compositions, playful typography, and tactile detail.

The campaign rolled out across print and digital, anchored by the line “That’s Ray”—a confident, understated statement that positioned Ray as the perfect catch-up companion: unfussy, comforting, and just a little bit different.