Ty Richardson
CREATIVE DIRECTOR
CORE HYDRATION
I'MPERFECTION
Project Overview
Core Hydration is a modern bottled water brand owned by parent company Keurig Dr Pepper. The unique and ergonomic design of Core’s packaging makes it a favorite amongst everyday athletes and on-the-go professionals alike.
These two films were created as part of Core’s “I’mperfection” campaign, which encourages people to find peace with their limit and embrace their flaws.
The hero spot — “Runner” — is a quiet ode to a young woman’s solitary morning ritual. I directed “Runner” (above) and the accompanying :15, “Mute” (below). In addition to leading the shoot and edit, I worked closely with The Mill’s Design team to develop the look & feel of the animated type in both films.

An ode to the solitary morning ritual.
CORE HYDRATION
I'MPERFECTION
CREDITS
CD/Director: Ty Richardson
Producer: Cameron Sczempka
DoP: Michael Girandola
Edit: Ryan McKenna
Color: Andrew Ceen
Brand: Core Hydration
Agency: Liquid Sunshine
Production Co: The Mill