Lorde x Liquid Death — kajeldamani

Lorde x Liquid Death @ Lollapalooza

May 2026
Adobe Illustrator, Adobe Photoshop, Canva
In Collaboration With: Alia Al Ahmed, Amirah Hall, Sean Kellish, Maya Lewis

For this project, my team was tasked with creating a speculative go-to-market campaign built around a musician collaboration. We chose to imagine a partnership between Lorde and Liquid Death at Lollapalooza because both operate so heavily through world-building, audience identity, and cultural atmosphere rather than just product alone.

I focused primarily on the Liquid Death strategy, campaign rollout, activation planning, and the overall visual direction of the deck itself. A lot of my process involved studying how both brands communicate emotionally: Lorde through vulnerability, intimacy, and transformation, and Liquid Death through spectacle, irony, and hyper-visibility. The challenge became figuring out how those two visual languages could coexist without flattening either identity.

As I worked through the mockups and campaign visuals, I became increasingly interested in the idea of the product as memorabilia rather than advertisement. The can started functioning less like packaging and more like a physical artifact of a live experience. Designing the full presentation deck also pushed me to think about branding as sequencing and rhythm — how typography, pacing, imagery, and visual restraint shape the feeling of a campaign before someone even begins reading it.

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