Crown Royal | Crown Apple
Reframing whisky as cultural expression via world building.
Creative Designer & Art Director | Design Systems, Social Creative, OOH, Experiential
As a Designer and Art Director, I led visual systems, social creative, and experiential activations that transformed Crown Apple from a whisky product into a cultural platform. From OOH campaigns that behaved like public art to Art Basel and NBA All-Star activations, the work consistently pushed creative boundaries, elevated community engagement, and positioned the brand as the whisky of tastemakers. This campaign demonstrates strategic vision, cross-channel execution, and a commitment to culture-driven brand storytelling.
CAMPAIGN THESIS
Crown Apple positions itself as the rebellious child of Crown Royal, speaking directly to tastemakers who value authentic self-expression, cultural depth, and visual vibrancy. The campaign reframed whisky as an extension of personal style, art, and community culture—“freshness with a soul.” My creative leadership guided visual design systems, experiential activations, and social media to blur brand boundaries and give back to culture rather than extract attention.
CREATIVE VISION & DESIGN SYSTEMS
Flexible Visual Identity: Social content, OOH, animations, and bottle art adapted dynamically, ensuring Crown Apple felt alive, unpredictable, and culturally credible.
OOH as Public Art: Billboards and out-of-home placements functioned as community canvases, merging media with art.
Social & Motion Content: Collaborations with artists like Momo Pixel amplified product personality while speaking to creative Gen Z audiences.
Cultural Credibility: Visual systems treated the brand as part of contemporary culture, not just spirits marketing.
EXPERIENTIAL & STRATEGIC ACTIVATIONS
Art Basel & Miami Creative Week
The Royal Court transformed a neighborhood basketball court into a permanent community art piece, collaborating with local artist D’ana of COVL and NBA All-Star Jimmy Butler.
Event content and documentation amplified social reach and reinforced cultural relevance.
NBA All-Star Weekend & Joe Freshgoods Capsule
Curated limited-edition merch and pop-up experiences, combining fashion, music, and community services like barbering and sneaker cleaning.
Integrated lifestyle culture with Crown Apple’s brand ethos, supporting local creatives and reinforcing cultural credibility.
Art & Fashion Collaborations
Partnerships with designers like Sami Miró extended Crown Apple’s cultural footprint and supported nonprofit causes like The CLEO Institute.
SOCIAL & OOH EXECUTION
Social Creative: Dynamic bottle concepts and pixel art maintained constant engagement with tastemaker audiences.
OOH Campaigns: Billboards and ads functioned as canvas experiences, reinforcing the brand’s artistic and cultural credibility.
Cross-Channel Integration: Experiential activations, social content, and OOH placements created a seamless cultural ecosystem for Crown Apple.
IMPACT & RECOGNITION
Positioned Crown Apple as an authentic voice within art, fashion, and lifestyle communities.
Strategic activations amplified cultural impact, fostered lasting community relationships, and created shareable, editorial-quality content.
Closely related Crown Royal cinematic work received Shots Awards The Americas 2020 shortlist, signaling creative industry recognition for boundary-pushing executions.
