EFFEN VODKA

Role: Associate Creative Director | TEN35
Scope: Art Direction | Campaign Development | Experiential | Social | Product Launches | Client Leadership

EFFEN was already designed differently. The opportunity was to turn that product truth into something the brand could stand for.

Working as part of a creative team led by a Creative Director, I helped develop Different by Design, a national platform centered on self-expression, creativity and challenging convention. I led much of the campaign's art direction and worked with a junior art director, copywriter, strategy and production teams to translate the idea across print, out-of-home, social, digital, product and experience.

The visual approach I developed for the print and out-of-home campaign tested stronger than the other creative routes presented and became the foundation for how Different by Design showed up in market. I was client-facing throughout the account, presenting creative work and helping shape how the platform could stretch beyond advertising into new flavors, partnerships and cultural experiences.

One of those opportunities became Club Truth. Rather than continuing to use 50 Cent primarily as celebrity talent, I proposed bringing the world of his series Power to life by recreating its fictional Truth nightclub as an actual consumer experience. I helped lead the concept from idea through experiential buildout, production and social, turning an entertainment partnership into something consumers could physically step inside.

Different by Design ultimately became more than a campaign. It provided EFFEN with a flexible platform that could extend across communications, the brand's first limited-edition Pride bottle, new product launches (Yuzu + Rosé) and experiential programs while maintaining a consistent point of view around individuality and self-expression.