BACARDI
The Challenge
BACARDI RUM SET OUT TO LAUNCH ITS FIRST HOLIDAY CAMPAIGN IN OVER A DECADE, AIMING TO SEAMLESSLY BLEND THE WARMTH OF THE CARIBBEAN WITH THE FESTIVE SPIRIT OF WINTER. THE CHALLENGE WAS TO DESIGN A VISUALLY STUNNING AND COHESIVE CAMPAIGN THAT COULD CAPTIVATE AUDIENCES ACROSS MULTIPLE TOUCHPOINTS, FROM PHOTOREALISTIC 3D CONCEPTS TO AN UNFORGETTABLE ACTIVATION IN THE HIGH-VISIBILITY, HIGH-IMPACT SETTING OF TIMES SQUARE.
THE Solution
TO BRING BACARDI’S “WINTER SUMMERLAND” CAMPAIGN TO LIFE, MY TEAM AND I LED THE CREATIVE DIRECTION AND DESIGN OF PHOTOREALISTIC 3D RENDERS FOR A MOBILE BAR AND A FLEET OF PEDDY CABS, SEAMLESSLY BLENDING CARIBBEAN WARMTH WITH FESTIVE HOLIDAY CHARM. TAKING INNOVATION A STEP FURTHER, WE UTILIZED VR TECHNOLOGY TO ALLOW THE CLIENT TO STEP INSIDE THE DESIGNED TRUCK VIRTUALLY, PROVIDING A FULLY IMMERSIVE EXPERIENCE WHERE THEY COULD LOOK AROUND, MAKE ADJUSTMENTS, AND APPROVE THE CONCEPT IMMERSIVELY—A SERVICE FEW ARTISTS CAN OFFER. THE CAMPAIGN CULMINATED IN AN HOUR-LONG TIMES SQUARE BILLBOARD TAKEOVER AND A VIBRANT EVENT THAT TRANSFORMED THE ICONIC SPACE INTO A TROPICAL WINTER CELEBRATION, CAPTIVATING AUDIENCES AND FIRMLY REESTABLISHING BACARDI AS A LEADER IN INNOVATIVE HOLIDAY MARKETING.
