Overview

Liquid Death didn’t need more attention. They had it. What they lacked was structure — a way to capture, direct, and scale the kind of wild creator energy they attracted without accidentally killing the brand in the process.

We weren’t hired to build a content calendar. We were hired to weaponize chaos.

Approach

We built a stunt-sourced UGC engine, starting with a seeding protocol designed for creators who didn’t need permission — they just needed a nudge.

Our job wasn’t to tell them what to do — it was to give them the gas, the matches, and the go button. We sent out 200 “Ritual Kits” to mid-tier creators with no guidance other than: “Murder your thirst. We dare you to be unhinged.”

Then we created a Slack-based ingestion workflow internally where Liquid Death staff dropped links to any wild creator content. We tagged, tracked, and performance-ranked all clips in a Notion database tied to campaign identifiers.

Video volume scaled 6.7× in the first 30 days — without asking a single creator for revisions.

We then wrapped this madness into a repost ecosystem, giving the top 12% of videos micro-editing treatment and relaunching them across TikTok, YouTube Shorts, and brand-owned meme channels.

Finally, we gave the team a “Chaos Compliance Grid” — a 3x3 creative boundary system:
Bold / Irreverent / Disturbing on one axis,
Low / Mid / High Brand Visibility on the other.
Anything outside the grid got auto-suppressed. Everything else was fair game.

Campaign-aligned click-through increased 4.2× versus branded creative — and average watch-through time improved by 39%.

The chaos became a framework. The madness became a map. And the brand stayed iconic — but controlled.