FOOD & BEV
MARTELL
Confidence is a hackneyed term – let’s show it rather than speak it. As Regina evolves from one environment to the next, the movement will feel effortless, reflective of her own decision making – decisive and unequivocal. In this space doubt has no room to exist.
Overall, the film will exude an energy that mixes nonchalance with efficiency. The choreography between the camera and the people gravitating around Regina must unfold like clockwork. The whole heightened by a dynamic soundtrack that gives rhythm and relief to the piece. Regina knows where she’s headed but still there is no rush or tension about it. Rather her walk, her composure will radiate with coolness.
ANGEL’S ENVY
Angel’s Envy is always the hero of our spot. From the very first frame, the bottle is perfectly lit to become this larger-than-life silhouette. Throughout, we’ll always capture it in angles that highlight its elegant design and curves.
When we’re capturing the bourbon in glassware these have character. They’re a mixture of old and new, but sometimes even unexpected and playful in shapes and design. After all bourbon doesn’t always have to be showcased in your classic old fashion and highball glasses (though we’ll also feature those). The same way that Angel’s Envy speaks to a new kind of drinker, these people are sipping in glassware that echoes their mindset. Glassware that bends the rules.
CAPTAIN MORGAN
Here’s what this campaign isn’t. It’s not showing our cocktails in glossy, pristine settings. It’s not hammering us with lengthy text about best recipes or ingredients. When there is copy, it’s only to heighten the emotion of the moment. The YUMMMM we feel when the spice hits the back of our throat.
Sure, there is still gorgeous tabletop photography. But it’s capturing these cocktails in a variety of angles, and in front of bright red or white background. It shouldn’t ever feel like we’re trying too hard or like we’re trying to impress. Instead, the cocktail photography will seamlessly integrate with the lifestyle imagery, making every piece of content feel like part of one cohesive campaign.