EXPERIENTIAL
7 ft tall ice blocks serve as décor and to highlight the complex flavors of the Chivas blend. A frozen fusion of wild herbs, heather, honey and orchard fruits are encased in ice like works of art that are lit from beneath and melt throughout the event.
CHIVAS REGAL | RISE ABOVE
Target demographic shifted throughout this project from luxury Gen X event-goers to 25-35-year-old Latino males. Chivas embraced the VR boxing concept, successfully incorporating it into several events. The idea resonated so strongly that Chivas’ entire experiential strategy pivoted to focus on boxing-themed events, culminating in an endorsement with renowned Kazakh boxing champion Gennady Golovkin
Contributions: Main concept development, copy, image sourcing, promotional materials.
LED bags on the beach concept for college campus Tiki Takeover and trade outings.
MALIBU RUM | TIKI TAKEOVER
Malibu concentrates most of its experiential efforts on males and females aged 21-25, primarily targeting college campuses. Experiential strategy involved updating the island vibe with neon and rave-inspired elements, launching a campus-wide “Tiki Takeover” program, and embracing a playful dose of kitsch.
Contributions: Main concept creation, copy, inspirational image sourcing.
The Aberlour After Dark program suggests an ongoing series of private, invite-only events celebrating hidden gems scattered across a city. Each event shares a "You +2" philosophy. Drinking great scotch is about sharing the experience, the flavor and the moment with your closest friends - and maybe making new ones. Events will coin the phrase, "You +2" encouraging the guest to bring two friends to any event the attend.
