Must Energy

Every location should add something to a story. For Must Energy, that meant combining creative studio photography with the dramatic landscapes of Abisko National Park in northern Sweden. By pairing clean commercial images with one of Sweden's most iconic national parks, the campaign celebrated the brand's Swedish roots while creating lifestyle photography that captured a genuine sense of energy, adventure and the outdoors.

A cold brew coffee maker with fresh apples on top, outdoors surrounded by green foliage and pink flowers, with apple-flavored energy drinks and apple slices around it.
A can of energy drink placed on a rocky surface near a flowing stream, with a mountain range and clear blue sky in the background.
A white can with the words 'MUST ENERGY' and a picture of an apple, placed in a flowing river with water splashing around it.
A juicer machine with red apples on top, pouring fresh apple juice into a glass. Surrounding the setup are apples, a can of energy drink labeled "Must Energy," and pink flowering bushes in the background.
A white energy drink can labeled 'MUST ENERGY' with an apple illustration, an open glass of orange-colored beverage, a white coffee machine, and a sliced apple on a wooden surface outdoors with green foliage in the background.
A white can of energy drink labeled "MUST ENERGY" with an apple graphic, placed on a rocky beach with a blurred natural landscape and water in the background.
A can of energy drink labeled 'Must Energy' with an apple graphic and information about caffeine content, on a wooden surface outdoors with blurred background of greenery and flowers.
A can of Must energy drink placed on a rocky beach in Abisko National Park with a background of a lake and snow-capped mountains.