White Claw booked the inside cover double-page spread in the highly-anticipated 10th Anniversary edition of the ESPN Body Issue. The magazine features famous athletes from different sports in all their naked glory, and it was in this context that we were asked to come up with a high-impact execution. We wanted to prove that White Claw is as proud and confident of its all-natural, gluten-free credentials as the athletes featured in the magazine are of their bodies.
We chose to make our execution feel more like the editorial than a standard print ad, with minimal messaging. To symbolise that White Claw truly is ‘the hard seltzer with nothing to hide’, we projected the brand’s legendary wave onto a naked model and captured the result in visually arresting black and white photo by photographer Barry McCall.