diageo’s house of spirits promotion

PROJECTS

Client: Diageo

Agency: Theory House

Project: Promotional photoshoot for in-store Halloween display, website, social media promotion

Brands: Bulleit Bourbon, Crown Royal, Smirnoff, Smirnoff Spicy Tamarind, Tanqueray, Captain Morgan, Ketel One, Ketel One Peach & Orange Blossom, Johnnie Walker Black Label, Baileys

THE BRIEF

Diageo and Theory House hired me to create images featuring 10 of Diageo’s liquor brands, each in a separate room of a haunted mansion. The images were primarily for in-store display, but would also be featured on their website and for social media marketing. The sets needed to be minimalistic with an elevated, modern feel rather than being overtly Halloween.

THE PLAN

Theory House assigned each brand a room in the haunted mansion, then I created a plan for sets and props to bring each location to life while remaining true to the overall feel of each brand. I developed a lighting strategy to unify the disparate sets into a cohesive whole. After many rounds of approvals with Diageo as well as the individual brands, we photographed the project at a studio in northern New Jersey for three days in mid-March with prop and drinks stylists who helped us make this vision a reality.

After seeing the sets take shape, the Diageo team asked us to add a half-day of shooting to accommodate a social media tie-in with this promotion.

THE RESULTS