Sprite | Sprite Summer 2025 | LATAM

We captured the essence of heat, summer chaos, and ultimate refreshment. Every drop. Every glint of sweat. Every absurdly cool moment was crafted to reflect how Gen Z actually experiences summer. Introducing:

SPRITECORE

More than a campaign, SpriteCore is a new creative framework and visual identity built around Gen Z’s effortless cool, bold confidence, and playful unpredictability

What Shaped Our Creative Direction?

• Absurd Refreshment Moments: Sprite at its coldest, boldest, and most unexpected.

• Authentic Summer Vibes: Real locations. Real sweat. Real stories.

• Gen Z Expression: A visual world that balances edge and ease with humor, style, and self-awareness.

Built with Gen Z, Not Just for Them

We didn’t try to imitate Gen Z. We worked with them. We studied how they speak, act, dress, and move and co-created a visual universe that respects their codes instead of mocking or exaggerating them. The result? A summer campaign that feels fresh, fearless, and truly Gen Z. Because it wasn’t made to impress them, it was made with them.

Beyond the Photos: Snackable Content with Real Impact

We didn’t stop at stills. We transformed our photoshoot moments into a series of snackable videos, bite-sized pieces of content that carried the essence of SpriteCore across every screen. By repurposing scenes originally meant for photography, we created dynamic video assets that were easily adaptable across platforms and formats, from social feeds to digital banners to OOH screens.

Agency: Studio X

CCO: Omar Fabian | Category Integrator Lead: Leonardo Renesto | Creative Direction: Fernanda Ferrão | Creative team: Luisa Queiroz, Rafael Raft, Oscar, Salazar, Pedro Tauffer, Catalina Espinoza, Matías Troncoso | Strategy: Juliana Nobre, Fernanda Chiappa | Project Managers: Juliana Bernandes, Thomas Nascimento | Producers: Juliana Pereira