Cruzan wanted to have a unique look and feel on social channeling their "on island time" vibe. My team and I developed our concepts and shot-lists and traveled to Miami biannually, capturing six months worth of content in two-days. That meant shooting Christmas (palm) trees in August. Each asset encompassed Cruzan's playful, islander brand identity. We were also tasked with making content that hyped their newly-launched Rum Bucket, a drink meant to be shared with friends.
Creative Direction / Photo + Video / Post Production