“This is not style for the sake of style,
This is style that runs deep,
Freshness with a soul,
Authenticity to the core,
Multi-talented, multi-hyphenated tastemakers who flavor our world with their own unique brand of self-expression,
If we want to appeal to taste makers we have to behave like taste makers, Add color to the world the same way they do ours, There is no separate world for brand and product, Everything true of the liquid is true of our audience is true of our brand,
The same way we craft our whiskey is the same way our audience crafts their image, is the same way we craft our communication, we’ll earn our head-turns by staying
Crisp To The Core.”
Developing the new visual world for Crown Royal’s rebellious child; Crown Apple, has taken us through a deep dive of creative expression. We developed flexible design systems that served dual functions as out of home media ads placement and as art galleries. We developed interactive branded experiences for some of our tent-pole events such as Art Basel, Shabbaaaaa, and All Star Weekend, just to name a few. We collaborated with up and coming designers for our own line of Crown Apple Merch. We put on a virtual concert series amidst a global pandemic when music and art inspired us to move forward, and even collaborated with the NBA for some unique partnership events. When our country took a stand against police brutality and racial inequality, we showed our support and made significant donations to help put an end to these inequalities. We pride our campaign on giving back to culture, not taking from it.
Throughout the creative development and production of this campaign I’ve been responsible for developing the design aesthetics, design systems, social media content development, product shoots, serve animations, bottle art animations, and production overview for out of home media placements.
