advert-body-2 by VICE Media, Carat & TBWA

Schweppes Australia has partnered with Vice Media for the launch of its new soft drink range, ALT, to produce a four-part co-branded video series and large-scale, roving festival activation. The brand partnership was developed in collaboration with Schweppes Australia’s media agency, Carat and creative agency TBWA.

The Self Portraits video series sees Vice help ALT position itself as a brand that doesn’t just talk about self expression, but enables it. Championing strong, notable characters—paired with like-minded creatives—their fame, personality and lifestyle are captured through a series of creative and imaginative portraits.

One of the portraits is Russell (AKA Backpack Kid), the 15 year old from Atlanta, USA, internet-famed for his deadpan, stiff-armed dance move that he calls ‘The Russell’. A star born out of Katy Perry's Saturday Night Live appearance (his very own “Twitter moment”), Backpack Kid is one of the internet’s favourite icons and the perfect example of how the world falls in love with someone who’s just doing them.

There is also colourful profile on Shanae ‘Sheezy’ Collins, an Australian female skateboarder who hopes to follow an X Games appearance with a shot at the 2020 Olympics. In a skate community dominated by young men, Sheezy has made it to the top, not by doing what everyone else was doing, but by being unashamedly herself.

Episodes to follow feature Australian Paralympic sprinter, painter and fashion designer, Gabriel Cole and Melbourne’s Otis Armada, creators of cultish bootleg dining experiences which honour engaging service, artistic collaboration and creative eating.

Having left its mark on Sugar Mountain Festival—and social media—the experiential CTRL + ALT activation leaves Melbourne to feature at Laneway Brisbane (10 Feb). Once more, attendees will be encouraged to interact with the space, to 'Keep Doing You' through an immersive, personalised experience that maximises self-expression/reflection through a giant waterbed, interactive digital ceiling, and GIF photo booth.