A holiday focused OND campaign taking place in the midst of the COVID Pandemic came with challenges. The family and friend get togethers were not on the table. The client’s ask was to create a campaign that still made the holidays special, even if different. The brand wanted to target younger, excited and educated bourbon drinkers. The goal was to show that fun could still be hand, even if we weren’t sitting at a table together.

I wanted to pick multiple ways we were getting together: outside, digitally and in small groups and used those to create a series of scenes that celebrated the holidays— differently. The slogan became “Every Tradition was once an Experiment.” Scenes involved small— but still grand— experiences. Being a brand based on adventure, outdoor activities played in perfectly for fun and safety.

I developed the strategy, oversaw location and talent and directed the campaign.