dark·​room | \ ˈdärk-ˌrüm  , -ˌru̇m \



: A darkroom refers to a space where art and science come together to create something complete before premiering to the public. It’s where process and creativity combine to form a final product.


This is why we’ve chosen it as our name.


We worked closely with Olipop’s creative team to develop a full-fledged advertising campaign, helping the company grow by expanding its brand identity to appeal to new demographics.


The ultimate good-for-you carbonated drink, Olipop debuted in 2019 as a “soda that serves a purpose,” intending to disrupt a $38 billion U.S. soft drink industry. And it’s off to a great start. Olipop created a niche in the soda market around health and functionality that it now dominates, commanding two-thirds of the market share in the space.

The Challenge

Olipop came to Darkroom as they were closing a star-studded $30M Series B, with the goal of accelerating growth and maximizing revenue year-over-year. To do this, it needed to maintain its current consumer base while expanding into new, uncharted territory.


From the beginning, Olipop’s bright, elevated aesthetic made it popular amongst young mothers and health-conscious women at retailers like Wholefoods. But to grow, its brand identity needed to accommodate a more national footprint at retailers like Walmart and Krogers, and to expand its appeal into the fridges and hearts of American men.

Reimagining the Brand

Darkroom helped Olipop reimagine its brand identity, creating a fully-fledged advertising campaign to reach these new target demographics. We worked closely with Olipop’s creative team to develop and produce a full-range of creative assets aimed at allowing the company to grow beyond its core female-focused audience.


“Living with Lily” (2022) was a campaign and advertisement inspired by Olipop’s playful, vibrant nature. It introduces us to a man who recently moved in with his partner, Lily, and is now going through the motions of living alongside her—and her plants, her questionable-looking dog, and her annoying brother.


On the bright side, however, she introduced him to Olipop: a drink both good for her, and good for you too. The narrative is designed to appeal to both men and women in a single swoop, and it did so successfully. “Living with Lily” has been running since early 2022.

What we did
  • Creative strategy and ad conceptualization
  • Video production
  • Performance creative editing and asset cut down