KOR WATER
“the Wilshire Bottle”

Client: KOR WATER

“The Wilshire” Water Bottle Launch Campaign

“Life on Wilshire” — Turning Hydration into a Los Angeles Lifestyle

KOR Water approached us to lead the creative strategy for the launch of their Wilshire Bottle—a new product inspired by Los Angeles’ iconic Wilshire Boulevard. The brand wanted to elevate hydration into a lifestyle narrative—something aspirational yet grounded.

Their challenge: avoid the extremes of “fitness-obsessed” or “trendy,” while appealing to a Los Angeles based customer – and as Los Angeles natives we knew the cultural nuances and lifestyle needed to execute this campaign in a way that was real and resonated.

KOR didn’t want to be the bottle for gym culture or influencer vanity. They wanted to create an authentic reflection of how real people live and move through the city—hydration as part of life’s natural flow, not a chore or aesthetic prop.

We designed the campaign as a worldbuilding exercise around the culture of Los Angeles, using Wilshire Boulevard as a symbolic spine for the city’s interconnected stories.

We focused on three World Building pillars:

( wORLD BUILDING APPROACH )

We anchored the campaign in what Wilshire represents—movement, diversity, and connection. The boulevard runs through every layer of LA life: Downtown’s energy, Beverly Hills’ luxury, and the calm of Santa Monica. By framing the bottle around this geography, we turned the Wilshire name into a metaphor for balance—active, social, and fluid.
The creative direction captured the real rhythm of the city: riding bikes along Venice, walking through DTLA, cruising down “the 405,” and late-afternoon golden hours by the beach. We built a visual world that felt cinematic but familiar—hydration shown through lived moments, not posed perfection.
The storytelling arc—“Life on Wilshire”—spoke directly to Angelenos’ shared language and humor. Taglines like “Exit the 405” and “I’m pulling up” rooted the brand in LA’s everyday vernacular, making KOR feel like a local. The campaign told a story of how Angelenos live from sunrise to night drive—how water accompanies that rhythm, quietly supporting connection, energy, and presence.
The campaign transformed KOR Water’s positioning from a product company to a cultural lifestyle brand rooted in authenticity and place.
- Perception Shift: The Wilshire — it was recognizable to LA’s cultural narrative: stylish yet grounded, functional yet emotional positioning KOR as a brand who “got it” leading to new customer sales.
- Behavioral Shift: People began sharing the Wilshire Bottle organically in their own LA routines—on commutes, workouts, and beach days—mirroring the campaign’s message.
- Momentum Indicator: The visuals and storytelling from Life on Wilshire became the foundation of KOR’s Wilshire Bottle launch site, evolving a standard product page into a lifestyle hub.
The Life on Wilshire campaign captured not just hydration, but the spirit of Los Angeles itself—a world where flow, connection, and lifestyle meet.