EFFEN VODKA

Role: Creative Director | TEN35

EFFEN was already designed differently. The opportunity was to turn that product truth into something the brand could stand for. I led the creative development of Different by Design, a national platform centered on self-expression, creativity and challenging convention. The idea launched across print, social, digital and PR, included EFFEN’s first limited-edition Pride bottle supporting Outfest, and created a platform designed to stretch into future products, partnerships and experiences. That world later extended into culture through activations including EFFEN x Power, which brought the series’ fictional TRUTH nightclub into real life.