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CREATIVE DIRECTION
GRAPHIC DESIGN
SOCIAL MEDIA ADVERTISING
Baileys was a brand dedicated to indulgent moments. For two years I worked on monthly paid media and organic content calendars, Instagram Reels, LTOs and the launch of Baileys Deliciously Light.
THE MOOD BOARD
For VaynerMedia's first Baileys shoot, our team was tasked with ideating and executing a brand new world for their newest offering, Baileys Deliciously light. The brief required a concept that would leveraged the watercolor artwork from the bottle design, the paper cutout clouds of their POS designs and broke the mold of their current brand look and feel.
"DELICIOUSLY LIGHT" CAMPAIGN
THE RESULT
We worked with a paper artist and stop motion photographer to create a light-hearted whimsical world and thumb-stopping content that disrupted the feed in the very best way. My mood boards, thorough, animated mockups, remote art direction, countless rounds with a retoucher, and many hours in after effects successfully brought this idea to life.
INSTAGRAM REELS
Baileys via VaynerMedia was one of the first Diageo brands to hop on the now ubiquitous Instagram Reels trend. With out-of-the-box thinking, small budgets and tight turnaround times, our team was able to crank out dozens of these bite-sized delights in a matter of weeks.
TREAT BAR
2020 was a difficult year for everyone, and many brands struggled to adjust. However, this was a time for social media to come to the forefront, bringing PR events and experiential to the digital space. My idea was to recreate the Baileys IRL Treat Bar on Social through custom-designed Zoom and mobile backgrounds, games, and baking challenges that would bring the Treat Bar experience to our followers stuck at home.
