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WINNING PITCH
CREATIVE DIRECTION
PHOTOGRAPHY
COPYWRITING & EDITING
GRAPHIC DESIGN
CONTENT PLANNING
My work on this brand was some of the most challenging and most rewarding during my tenure at We Are Social. I learned invaluable lessons in the relaunch of a brand, where to draw boundaries, how and where to place focus, and how to build a world full of style and adventure.
The insight that won us the business was simple: both mezcal culture and the lives of our target audience had become far too serious. To attract tequila drinkers and serve as a gateway for first-time mezcal fans, we needed to un-serious cocktail culture — creating a sense of escape from the pressures of daily life suffered by Gen-Zennials.
"MAKE MISCHIEF" CAMPAIGN
THE ART OF MAKING A MEZ
We launched multiple content pillars simultaneously, with the most successful building a world of “mezchief” around 400 Conejos Mezcal — an answer to the question, what’s the best that can happen when you choose mischief? Bold wardrobe and location choices, distinctive casting, music, and visual storytelling came together to push the look and feel of a spirits brand into a messy, vibrant world of fun and entertainment.
SHORT FORM VIDEO
Over two quarters, we created 10 cocktail videos and shot 30 campaign photos, from evergreen to seasonal, including summer fun, Dia de los Muertos, and New Year's festivities. Each video was a masterclass in editing, leveraging music and motion, and mess to redefine cocktail videos for social. Each one had a distinctive vibe yet still came together in a cohesive campaign.
Bubbly Watermelon
Paloma
Meets Conejo
Spicy
Mezcalita
Oaxaca
Mule
THE RESULT
On social, we garnered more than 100K impressions by creating posts that included unexpected festival content, mischievous photography from Oaxaca (the birthplace of mezcal), and bottle shots that told the 400 Conejos origin story, establishing @400Conejosus as a destination for music, mezcal and adventure where anything can happen.
LEAD
