Jennifer Yoon
Jenny is a creative director and copywriter
based in New York.
Essentia
UN Foundation
Dove
Atlassian
lululemon
Chase Sapphire Reserve
Harley-Davidson
About
Jenny is a creative director and copywriter
based in New York.
Essentia
UN Foundation
Dove
Atlassian
lululemon
Chase Sapphire Reserve
Harley-Davidson
About
Essentia
Essentia Water is the original alkaline water billed as supercharged hydration for your everyday needs.
In 2025, we redefined what it means to achieve with “Change the Equation,” a new brand platform that championed risk over resignation. Because real achievement isn’t luck or fate. It doesn’t come from playing it safe or following formulas–it comes from action, powered by supercharged hydration.
We launched in the summer of 2025 with three films that flipped the script on performance category conventions. Showing how, when you embrace the right kind of risks, you’re not just in the game–you’re here to change it.
We then took over New York, transforming everyday objects and touchpoints—and even some New Yorkers—into provocations for change. Think skateparks, SoHo shoppers, basketballs and workout classes as canvases for change. OOH, street-level interventions and supported social content tapped into the city’s unique subculture’s spirit and ambition to challenge passersby to think, act and hydrate differently.
We built on the platform in 2026 with a national rollout of “Change of Equation” that reframed performance not as perfection, but as the willingness to take risks, trust instinct under pressure and embrace the discomfort to change the outcome.
Our film, “Beat the Formula,” celebrates those who refuse to follow the script. The anomalies who refuse to accept expected outcomes or paths and take their fate into their own hands.
At the center of the films is a new graphic device that signals an individuals shift into Essentia’s “supercharged” state.
Inspired by the way achievement is captured and consumed today: through instant replays, social clips, and highlight culture—the device is used to frame a risky move as something to be replayed, analyzed and scrutinized.
The campaign also includes a suite of short-form films celebrating those who back themselves enough to take the shot, make the leap, push the pace and risk failure in pursuit of something bigger.
May 2026
Our film “Beat the Formula” moves through moments of physical and emotional pressure across sports, music and more, capturing the split-second decisions where instinct overtakes instruction and risk becomes the unlock for change.
Director: Ryan Chun
Editor: Paul O’Reilly
Assistant Editor: Anchor Mak
Assistant Editor: Damoon Parsa
Colorist: Terry Simpson
Sound Designer/Mixer: Aaron Reynolds
Sound Designer/Mixer: Austin Ferreira
VFX: Blacksmith
Animator: Champ Panupong Techawongthawon
Music: Death in Vegas - “Hands Around My Throat”
July 2025
Our films examined the tension between risk and reward–our characters suspended in the space between glory and failure, as the films challenge our willingness to embrace risk to change the outcome in our favor.
We partnered with some of NYC’s most culturally influential creators to bring each brand act to life on their channels—including @whatisnewyork, @gabbois, @subwayhands, @citybikeboys, @whatnywears, @nolitadirtbag, @guarddafatboy—extending the campaign message beyond the physical and into the daily feeds of those ready to rewrite the rules.
Made at Droga5 with: Tom McQueen, George McQueen, Maria Kouninski, Steph McCarthy, Mat Jerrett, Max Friedman, Gulshan Jaffery and Dakota Brockman.
Director: Vincent Haycock
Editor: Sam Ostrove
Mixer/Audio Engineer: Aaron Reynolds
Music/Sound Design: Q Department
VFX: Parliament
Colorist: Dante Pasquinelli
Animator: Champ Panupong Techawongthawon
Featured in:
LBB Online
AdAge