Meeting Recap – Creativity That Kills with Liquid Death’s VP of Creative, Andy Pearson

By Zoe Flamen

Andy Pearson, VP of Creative at Liquid Death, presents to PRSSA members in Studio 100 on October 7, 2025.

On Tuesday, October 7, 2025, PRSSA hosted Andy Pearson, a UGA graduate and the Vice President of Creative at Liquid Death, for a presentation about creating unique content. 

After studying advertising at UGA, Pearson began his career as a copywriter, and eventually transitioned to becoming a creative director, a director of film pieces, and a strategist. He also attended portfolio school at The Creative Circus, where he spent time making “weird art, ads, and ideas”. He credits this experience to where he learned how to be a full-time creative.

He advises students to take advantage of agency tour opportunities, as seeing inside office buildings makes the industry less theoretical and more real. He explained, “the harder you work, the luckier you get; you can create your own luck.” By working hard, you provide yourself with more opportunities to be lucky.

He emphasized that your personal communications should be creative, and it is valuable to write a brief for yourself. He then previewed his website with his past projects, https://www.ievenwrotethissickurl.com/. 

Pearson also elaborated on an initiative he worked on early in his career to fund a trip to Cannes, France for the Cannes Future Lions award competition at the Cannes Lions International Festival of Creativity. Pearson explained that this project, Cookies for Cannes, a dumb, funny, interesting, and compelling bake sale to raise money, made him land future jobs for being unique and memorable. 

He also shared advice he learned throughout his career, such as putting yourself out there and faking it until you make it, because he eventually figured out what he was doing. It is also important to cultivate your personal taste. He learned to write up ideas through press releases with headlines that he wanted people to use when writing about them and thought of it through a “press lens”. He also joked that “you might think you’re going to get fired everyday, but you won’t.” He elaborated that “as you’re starting off, it’s okay to prioritize work.”

Pearson also said that as the size of an agency decreases, your personal impact on the work there increases, and you get to have more ownership over it. However, it is also valuable to have large opportunities at a bigger scale. “It makes the work better, more interesting, and higher quality when you accept what people on the receiving end do not want to see or consume,” said Pearson. It is important to respect people’s time, so the goal is to “be the best thing someone sees that day”, whether it is a campaign, advertisement, or email blast.

At Liquid Death, the team focuses on trying to make themselves laugh. They do not have a brand book or guiding principles, as their content is a “weird combination of everything they like – satire, music, design, marketing, health, comedy; it’s weird, chaotic, and different from other brands.” Pearson says that fun is infectious, and that it is an undervalued part of the profession, as the more fun you have with creating content, the more it comes out in the work. Liquid Death is about “making water really fun for the first time ever, and killing single use plastics,” says Pearson. “It’s healthy and sustainable, but never even really talked about, it’s just fun.” 

Pearson finished his presentation by explaining that Liquid Death’s target market is people who have to drink water and people who have a sense of humor. Internally, the team members’ goal is to right all of the wrongs from throughout their careers, and to make it a place they enjoy to work. Liquid Death was named LinkedIn’s #2 startup of the year two years ago and grew exponentially to be valued at $1.4 Billion due to their unconventional creativity.