Off Brand Energy is a hypothetical energy drink designed as critical commentary on contemporary branding.

The can design, landing page, and 30-second video balances familiar visual cues of an energy drink with dark, serious undertones of three historical paintings: Goya’s Saturn Devouring His Son, Gentileschi's Judith Slaying Holofernes, and Géricault’s The Raft of the Medusa. I aimed to create just enough visual dissonance to juxtapose the high-brow associations of art history with the mass-market accessibility of an energy drink.

The campaign is centered much around Goya’s Saturn Devouring His Son and includes a mocked up a booth selling the drink outside Museo del Prado in Madrid, where the painting is housed. Situating the product within this real cultural setting heightens the sense of dissonance while strengthening the brand narrative.

The project is concluded with a 30-second video spot for Off Brand Energy that leans more heavily into the conventions of energy drink advertising while maintaining its critical edge. By pairing horror-inspired music with intentionally campy sound effects, the video reinforces the tension between spectacle and seriousness, which emphasizes the project’s critique of how easily even the most unsettling imagery can be absorbed into branding.