Liquid Death X ICP

Concept & Inspiration

This video was created as an opener for our sprint project pitch at the VCU Brandcenter, where we were asked to develop a campaign for Liquid Death’s new line of flavored sodas. I served as the producer, DP, and editor for this piece, which was designed to immediately set the tone for our collaboration idea: Liquid Death x Insane Clown Posse.

We wanted to make a strong first impression. So we leaned into a world that felt chaotic, loud, and full of personality; just like both brands. The setup is simple. Two Juggalos, on their way to Bonnaroo, stop at a gas station for snacks and soda. But when they find the shelves out of Faygo, their usual go-to, they discover something else that speaks to them. Liquid Death Soda. In that moment, it becomes clear. The aesthetic, the energy, and the irreverent vibe of Liquid Death already fit seamlessly into the ICP universe.

This video was all about building a bridge between two fanbases that share the same love for anti-mainstream, bold, and slightly unhinged branding.

Visual Approach & Cinematography

I began by scouting convenience stores throughout the city to find a location that matched the visual tone we were aiming for. I was looking for a place that felt real, a little gritty, and very much in line with the culture surrounding Insane Clown Posse. Once I found the right spot, I worked on getting permission to film there and coordinated logistics to keep the shoot lean and efficient.

We shot on a Sony FX6 with a 24-70mm lens. I chose to go fully handheld to give the piece a raw, spontaneous feel. That decision helped push the energy and gave the visuals a sense of unpredictability, as if they were captured by the characters themselves.

Lighting was entirely practical. We didn’t bring in any additional lights. Instead, we used negative fill to shape contrast and create more visual separation between the characters and their environment. We also covered select overhead fixtures to knock down some of the flatness from the store’s fluorescent lighting, giving the image a more contrasty and cinematic look.

I really wanted this to feel natural, chaotic, and unpolished in a way that mirrored the subculture we were tapping into.

Editing & Color Grade

‍As editor, I designed the pacing to feel like a fast and punchy cold open. The edit moves quickly, using fast cuts, J-cuts, and sound-driven transitions to drop us into the energy of the scene right away.

Sound design was built around gas station ambiance, including the beeping of the cash register, the low hum of refrigerators, and the quiet chatter of background customers. Every layer was placed with intention to create a space that felt alive, slightly offbeat, and totally immersive.

The color grade was done in Davinci Resolve. I went for a contrasty and saturated look with a subtle green undertone. This treatment gave the footage a gritty, almost grimy quality that fit the tone of the characters and setting. Blacks were deepened, highlights pulled back slightly, and colors pushed just enough to feel bold without looking artificial. The final result feels raw, unfiltered, and completely in line with the Liquid Death and ICP aesthetic.

Final Takeaway

This project was as fun to make as it was to present. It gave me the chance to flex as a full-scope creative, leading the production and post on a piece that combined humor, brand alignment, and storytelling. It also helped set the tone for a winning pitch to Liquid Death’s VP, Andy Pearson. At the end of the day, this opener was proof that even the most chaotic subcultures can find common ground with the right brand; and the right can.