Project details
Diageo Summer Campaign
Services
Campaign Direction & Shoot Management
Client
Diageo Brands
Year
Sep 6, 2022
Overview
When I joined Oliver Agency, I inherited Diageo brand voices which felt a little too polished, and in some ways distant from real people. Recognizing an opportunity to help Smirnoff become more authentic and relatable, I pitched a series format that would combine the candid energy of street interviews with the finesse of studio production.
Approach
Studio shoots and street interviews became the two visual anchors for the campaign. I led our team through busy city streets, orchestrating vox pops that sparkled with real personalities. In the studio, I controlled lighting, camera, and sound to ensure content felt spontaneous yet visually sharp. The goal was to keep things feeling socially native, confident, scroll-stopping, but never forced or over-produced.
Execution
Every piece was tailored for mobile: tall, bold 9x16 video with type and motion that held up even as thumbs scrolled fast. Directing shoots, I navigated brand requirements, kept global feedback cycles moving, and protected a raw, punchy aesthetic. My edit decisions prioritized personality above polish, making space for both personality-driven interviews and artfully crafted cocktail recipes.
results
The results spoke for themselves. Organic engagement soared and conversations opened up between Smirnoff and its followers. The campaign blended authenticity with unmistakable craftsmanship, resonating in ways that traditional ad spots couldn’t. We captured new audiences while keeping our creative integrity sharp and visible.
