WORLD CLASS DRINKS
ART DIRECTOR & PRODUCER
World Class Drinks | Instagram content
Turning around World Class’s flagging performance on social media with a clear content strategy, beautiful imagery and a consistent look and feel.
World Class is a global competition to find the World’s Best Bartender, created to build awareness of Diageo’s portfolio of premium spirits. As such content on the brand’s social media channels was un-inspiring, trade-focussed and alienating for the average consumer.
In order to make this brand more consumer-facing I engineered an overhaul of all social media channels, with a focus on Instagram. I created a clear strategy focussing on real-time events, real people, real drinks, real ingredients and real occasions. I then planned and art directed a photo shoot to create over 80 original images, writing the accompanying content and planning the release of each content package over the next 6 months.
In just 4 months World Class’s following on Instagram increased five-fold, adding an extra 28K fans to the existing base. The audience continue to grow steadily from week to week.
Photo Credit: Jonny Simpson
World Class Drinks | Videos
Creating a suite of video content for Diageo’s premium spirits collection.
My team was briefed to create a series of videos showing consumers at home how to create aspirational cocktails using spirits from ‘The World Class Collection’.
I created the concepts for 3 video series – “Classic cocktails in 4 ingredients or less”, “Cocktails inspired by the movies” and “The perfect cocktail for... ” – writing the treatment for each, art directing the shoot and working with an external TV production team to ensure that my vision was translated into film.