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.
In addition to my regular role, I interviewed all the artists and shaped the video narratives below.
Videos
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.
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.
SOCIAL
Digital ads
Original Craft Cocktail Library
The Mount Gay Original Craft Cocktail Digital Library features innovative twists on classic cocktails, crafted by the finest bartenders in America, specifically for their local communities. These step-by-step videos and recipes gave our fans the ability to show their local pride by making the one-of-a-kind cocktails at home.
