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
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 Change the Equation, a campaign about how, when you embrace the right kind of risks, you’re not just in the game–you’re here to change it.
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
Audio Engineer: Aaron Reynolds
Music/Sound Design: Q Department
VFX: Parliament
Color: Dante Pasquinelli
Animation: Champ Panupong Techawongthawon
Featured in:
LBB Online
AdAge
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 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 unique mediums. 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 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.