The creative direction was built on raw authenticity and dynamic motion. We traded polished studio shots for the harsh sunlight and vibrant summer textures, creating a visual language that feels immediate and real. Using a mix of blurry, high-contrast and intimate close-up shots on the cans, sweat and skin textures, we positioned Juma as the enabler within the moment. The drink’s bright green and pink colours served as an electric contrast to the earthy and sun-drenched world.

The video narrative follows an electrisized forward momentum. From the quiet focus of lacing up shoes to a high-intensity mountain run, finishing with the ultimate release of a cliff jump into the sea. Each cut is designed to feel like a dash of energy, mirroring the physical and mental boost Juma provides. The product appears at key moments of transition and peak performance, integrated into the story.