The Idea - Switching between alcoholic and non-alcoholic shouldn't change the vibe - or how you feel about yourself. Mix it Up gave people social permission to choose freely, without a moment's hesitation.
My Role - leading this project from creative platform through to shoot day - developing the idea, presenting to client, and directing on set. With Anomaly leading the ATL, I had to make sure our social world felt like one coherent campaign, not a separate execution.
Key creative decisions:
- Developed the campaign platform and name, rooted in the cultural shift around mindful drinking.
- Collaborated with Anomaly to align visual language across ATL and social before either team had shot a frame.
- Built all storyboards, stylist briefs and wardrobe briefs - and led every client approval stage through pre-production
- On set, signed off shots and directed in-the-moment corrections across a large crew production
