Turning Neighborhood Color Into Culture

A multi-year creator platform that moved from music studios to city streets while keeping vitaminwater at the center of self-expression.

A man with braided hair and a white shirt painting a mural on a wall outdoors under a blue sky, with colorful text overlay that says 'NEIGHBORHUE Still In Color' and the subtitle 'to the love,' at the bottom.

00:00

The Opportunity

vitaminwater wanted to build long-term relevance with Black and Hispanic consumers through creativity, identity and community—not one-off branded moments.

Man with braided hair wearing a yellow t-shirt standing in front of a colorful graffiti wall with abstract and geometric patterns.

A clear plastic bottle of vitaminwater with orange liquid inside, labeled 'zero sugar pineapple passionfruit' on a white and purple label, on a textured gray surface with blurred background.

00:00

Person wearing a white T-shirt, sunglasses, and a straw hat spray painting a colorful mural on a large white brick wall outdoors.

Our Approach

My Code partnered with vitaminwater to bring Neighborhue: Still in Color to life through original video, editorial, social content and targeted amplification—spotlighting local artists, murals and community voices.