The Future of In-House Creative Leadership 39 Andy Pearson, VP of Creative at Liquid Death
Nov 5, 2025
Andy Pearson, VP of Creative at Liquid Death, shares insights from his journey in creativity that transformed a water brand into a cultural phenomenon. He discusses how treating the brand as a character drives engagement and creativity. Andy reveals the importance of humor and high-volume testing in marketing, as well as the advantages of in-house teams for faster production and brand control. He emphasizes the balance between risk and audience expectations while exploring how AI can enhance, not replace, human creativity.
AI Snips
Chapters
Transcript
Episode notes
How Andy Joined Liquid Death
- Andy recounts his path from Crispin Porter, Deutsch LA and freelancing to joining Mike Cesario at Liquid Death.
- He describes an organic reconnection by text that led to him helping build the brand four years ago.
Packaging As The First Viral Channel
- The can and name served as built-in entertainment that sparked conversations and organic virality.
- Packaging and personality became the product's primary growth engine early on.
Product And Personality Must Align
- Liquid Death pairs unexpected brand personality with product decisions like aluminum cans to create differentiation.
- They deliberately marry product design and promotion so neither can be separated from the brand story.