Independent Spirits, United In Craft
The world's oldest rum brand, Mount Gay, wanted millennial males chatting about their small-batch product. So, we handcrafted an introduction through one-of-a-kind local collaborations. Just like how two distinct distillates come together to make Mount Gay Black Barrel, we had artists combining their talents in cities across the US.
Nationwide events
We partnered with Taste Talks to host events throughout the US, where our local duos took the stage to reveal how they blended their skills. Guests were also able to collaborate through various experiential moments.
toast COLLABORATION
When RSVPing to the event, guests were prompted to write a word that represents his/her city. We turned these user submitted entries into a custom toast for each city. This guest collaboration was projected at the event and screen printed on bags given out at the door.
Original Craft Cocktail Library
Launched Mount Gay Rum’s first Digital Cocktail Library with unique twists on classics from top American bartenders, offering step-by-step videos and recipes for fans to celebrate local pride with homemade cocktails.
Role: Video Preditor, Story Producer, Campaign Copywriter, Creative Director
Branding / Positioning / Tagline / Integrated Advertising Campaign / Social / Film / Digital / Experiential / Activation / Interactive