Vitaminwater is launching its first campaign in two years, "vitaminwater from New York", celebrating the brand’s deep-rooted connection to the city where it all began. Just like NYC, vitaminwater is bold, vibrant, and full of flavor—a true reflection of the city’s dynamic energy and diversity.To bring this vision to life, we partnered with legendary filmmaker Spike Lee, whose creative lens captures the essence of New York in a way only vitaminwater can. The campaign highlights the everyday beauty of the city, from bustling corner bodegas and late-night food trucks to iconic landmarks like the Brooklyn Bridge—showcasing how vitaminwater fuels and is fueled by the pulse of NYC.In addition to the main campaign, we collaborated with three emerging filmmakers from a top New York university—Joshua Reed, Kaitlyn Busbee, and Joecar Hanna—handpicked by Spike Lee himself. Their short films, Energy of New York, Color of New York, and Taste of New York, spotlight the bold, vibrant lives of everyday New Yorkers, with vitaminwater flavors like energy, xxx, power-c, squeezed, and focus playing a central role.Launching today, "vitaminwater from New York" will be seen across digital, social, streaming, and out-of-home platforms, running through September in the U.S. and October in Canada. Tailored for New Yorkers, the campaign is a tribute to the city’s unmatched energy—because just like NYC, vitaminwater is anything but boring.