Land / Water
Mercury Marine
A campaign built around a simple contrast. What it means to stay on land versus get out on the water.
The Idea
A clear point of view that reframes the category. The work shifts from product to mindset.
Execution
Bold, declarative typography paired with contrasting environments creates a system built on tension and clarity.
Each piece reinforces the same idea. Simple, direct language draws a line between two ways of living.
Role
Concept Development, Art Direction, Design
