.png){kind=logo}
CREATIVE DIRECTION
GRAPHIC DESIGN
SOCIAL MEDIA ADVERTISING
Baileys was a brand dedicated to indulgent moments. For two years, I worked on monthly paid media and organic content calendars, Instagram Reels, LTOs, and the launch of Baileys Deliciously Light.
MOOD BOARD
For VaynerMedia’s first Baileys shoot, our team was tasked with ideating and executing an entirely new world for Baileys Deliciously Light. The brief called for a concept that leveraged the watercolor artwork from the bottle, echoed the paper-cut cloud motifs from their POS designs, and intentionally broke from the brand’s existing look and feel.
"DELICIOUSLY LIGHT" CAMPAIGN
THE RESULT
We worked with a paper artist and stop-motion photographer to create a light-hearted, whimsical world and thumb-stopping content that disrupted the feed in the very best way. My mood boards, animated mockups, remote art direction, countless rounds with a retoucher, and over a dozen hours in After Effects successfully brought this idea to life.
TREAT BAR
In 2020, when brands were forced to adapt to an entirely indoor audience, social media became the virtual stage for PR and experiential moments. My approach was to reimagine the Baileys Treat Bar for digital — translating the experience into social through custom Zoom and mobile backgrounds, interactive games, and baking challenges that brought the Treat Bar to followers at home.
SHORT FORM VIDEO
Baileys via VaynerMedia was one of the first Diageo brands to hop on the now ubiquitous Instagram Reels trend. With out-of-the-box thinking, small budgets, and tight turnaround times, our team was able to crank out dozens of these bite-sized delights in a matter of weeks.
