ABSOLUT //

PLEASURE GARDEN COCKTAIL MASTERCLASS / FILM / 2020 //

BRIEF //

To capitalise on the creative nature of Absolut as a brand and the restrictions imposed on everyone by the Covid pandemic, Absolut partnered with Jodie Harsh and her Pleasure Garden night to produce a special one off online cocktail masterclass in time for Christmas. The masterclasses sell cocktail hampers online and then guide the viewers at home through the making process. In order for this event to take place, Absolut needed to sell into Jodie, her team and internal stakeholders a succinct structure for the masterclass – in the form of storyboards.

SOLUTION //

Writing an easy to follow and entertaining structure for an hour long cocktail masterclass that involved drag talent and the Pernod Ricard Brand Engagement Team (mixologists) that was separated by the cocktail making itself, and performances by the drag artists themselves, culminating in a socially distanced finale. Applying those ideas to storyboards, presenting and once signed off, going on a recce to a visually rich and appropriate venue to establish a more refined film structure and shot list.

On the day of the shoot, support the ECD, creatively direct the shot list, liaise with talent, anticipate and review changes, and set dress. Post shoot, simply review the edits.

ROLE //

Creative Development
Creative Direction

ABSOLUT / BETTER TOGETHER SOCIAL CAMPAIGN / 2020 //

BRIEF //

Using social media to support the wider #TogetherIRL campaign, Absolut wanted to leverage their strong relationship to creative talent and produce a mural based on UGC (user generated content) on the theme of what people are most looking forward to doing when lockdown is lifted completely.

SOLUTION //

The third and final iteration of the social media campaign consisted on using existing relationship with graphic artist Andrew Hudson – whereby social media responses would be used to produce a painted mural. Collating and curating the UGC from Instagram and Twitter, communicating into Andrew, reviewing his responses, develop and establish a social media campaign in which to fully promote the overarching campaign and Andrews development. This involved three stages; Inspire, Progress and Promote, doing a full Instagram takeover, Stories and selected promotion on other platforms.

ROLE //

Creative Development
Storyboarding
Design Direction
Creative Direction

CORNERSHOP / CHRISTMAS SOCIAL CAMPAIGN / 2021 //

BRIEF //

Develop social ideas which have a creative hook to motivate our Convenience shoppers to purchase Absolut as a gift this Christmas. So that when our Convenience shopper makes a stop for an impulse or distress purchase they buy one of our spirits. The insight being that a lot of consumers pick up drinks on the way to parties especially around Christmas and would be a good way to encourage them to do so from their corner shop.

A need to create a hook that helps position PRUK as front of mind to potential gift buyers in the run up to Christmas, to help make it an easy choice.

SOLUTION //

To get the whole journey of our party goer from their sofa to making cocktails at the party venue there was a lot of narrative fit in and therefore we had to utilise quick montage editing. Quick cuts of different scenes to tell an entertaining and engaging story – whilst also ensuring the cocktail recipes were on screen for long enough. Utilising Edgar Wright’s editing styles from his comedy works well in this format, meaning we could fit a lot in. Alongside the super fun and creative cocktails we wanted humour to play a big part so they you get a real feel for what the protagonist is going through.

We start in their flat, realising they’ve completely forgotten about a party they said they would attend. They dash to the coronership and scour the shelves before finding random ingredients they think will work. We then travel to the party, rustle up the amazing cocktails and join the party.

ROLE //

Creative Direction
Storyboarding