BOOZING IT UP

I’ve been lucky enough to work on booze brands ranging from Budweiser to Carlton, Corona, Grey Goose, Hennessy, Michelob, Vodka Cruiser and a whole host more.
Here are a few of the category relevant things I made along the way (that I managed not to lose the files for).

CARLTON DRY
‘Embrace the Mid’

We loved this bit of set dressing so much we convinced Carlton to make them for pubs.
And run a 6-sec bumper we loved but they hated.
(Thanks JJ!!)

Media forgot to tell everyone they’d booked radio, so we embraced the challenge wrote, approved, cast, recorded and mixed these 4 homages to ‘Real Men of Genius’ in just one working week.

It was such a low budget job the producer and the CD had to get in the background

VODKA CRUISER
‘Bold Choice’

Vodka Cruiser is an Australian right of passage. The sweet fluorescent pre-mix everyone drinks in their teens and early 20s.
But after 20 years in market, it had become a bit cringe. Until during COVID when people rediscovered they loved the taste due to the fact no one could see them drinking it.
So we launched a new platform encouraging people to make a bold choice (kicks both ways see) with an activation that shows how Bold Choices can lead to rewarding once in a lifetime experiences.

These 6s and the Candy Moore TikTok are my fav part of the campaign.

GREAT NORTHERN
‘Long Way For A Beer’

Turning Australia’s number 1 beer into an entertainment property.

BUD
‘Official Beer Of The Shift Change’

Bud sales had drop off amongst blue collar workers in the Philly area.
So we made some real honest to god blue collar Philly locals the face of the brand and used the Labor Day period to let workers know that we see them as a way of reminding them what the perfect knock off beer is: A Tallboy of Bud.

And then on Labor Day itself we shouted the people stuck working on their day with a free work hour friendly Bud-flavored lunch.
(complete with a paper bagged tallboy for later, obvs)

HARD RATED
‘Born Cheeky’

BUDWEISER
‘Checking in, that’s Whassup’

In March 2020 a little thing called COVID happened. You might remember it, I dunno.
To help people understand the power of checking in on friends and family who might be struggling,
we brought back Budweiser’s iconic “Whassup” phrase with a twist that made it relevant to the crisis.
We created two star filled episodes, debuted the first one during the final episode of the Last Dance,
and then held regular virtual Happy Hours on InstaLive so that fans could check in with the stars over a Bud.